Purpose: The purpose of this study is to redirect wine producer marketing strategies in British Columbia (BC) to better market their wine to the next generation of local consumers and compete against foreign imports. Design/methodology/approach: This study was conducted using representative...

In 1989, the Canada – United States Free Trade Agreement (FTA) was implemented and dramatically changed the course of the wine industry’s development in British Columbia (BC). The FTA forced the industry to make the transition from being highly protected, and inefficient, to a competitive...