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  1. Classifying A Canadian Wine by the Label – Is it Accurate? By: Tracy

  2. … Agenda … • A brief summary • The marketing dilemma • Responsibility • The solution • References

  3. … Summary … • The debate: “Cellared In Canada” • Foreign grapes blended with local grape to create “Canadian” wine, leading consumers to believe they are buying Canadian wines. • “Cellared in Canada” wines dominate the limited shelf space allocated to local wines • Less than 2.5% of this are dedicated to wines which are made entirely from local grapes and labelled VQA (Vintner’s Quality Assurance – the organization that guarantees the authenticity of domestically grown wines in Canada.

  4. … The Marketing Dilemma … • Mislead consumers • False Advertising

  5. … The Marketing Dilemma … • Product labelling: • Product of Canada • Bottled in Canada • Imported Wine Bottled in Canada • Placement: • With Domestic wines • With Import wines • Bottled in Canada section • Imported wine bottled in Canada

  6. …Responsibility … • Responsibility falls to whom: • The Government who regulates wine • The Producer • The Consumer

  7. … The Solution … • BC wineries, such as Vincor and Peller Estates, have taken action to create new labels that outline the origin of the bottle’s content. • BC Minister responsible for wines is looking into the situation • In Ontario, the Liquor Control Board now stocks these wines under the section “Cellared in Canada”

  8. … References … Elbich, Konrad (29 August, 2009). Protest Mount Over “Cellared in Canada” Wines. Retrieval October 6, 2009 from http://www.winespectator.com/webfeature/show/id/40551. Gismondi, Anthony (25 September 2009). GISMONDI: Why you can`t judge a Canadian wine by its label. Retrieved October 6 2009 from http://www.vancouversun.com/life/eat-drink/GISMONDI+judge+Canadian+wine+label/2034010/story.html Molgat, Kent (24 September 2009). Minister to examine fake `made in BC`wines. Retrieved 8 Octorber 2009 from http://www.ctvbc.ctv.ca/servlet/an/local/CTVNews/20090924/bc_fake_wine_follow_090924/20090924/?hub=BritishColumbiaHome Vancouver Sun (8 October 2009). Wine Companies did the right thing in dealing with the labelling controversy. Retrieved October 8 2009 from http://www.vancouversun.com/life/Wine+companies+right+thing+dealing+with+labelling+controversy/2080743/story.html