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(Image Credit: Wine Growers BC)
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Normalizing consumer choice, but not at expense of BC: Wine Growers

Aug 22, 2026 | 6:00 AM

Wine Growers British Columbia (WGBC) has issued a call asking the Province ensure that any return of U.S. alcohol to B.C. Liquor Store shelves will not come at the expense of British Columbia products or BC jobs.

The organization said the past year had reminded British Columbians of the importance of buying Canadian and supporting businesses that grow, manufacture, employ and invest here at home.

It said that momentum should not disappear as trade relations between Canada and the U.S. look set to normalize.

U.S. alcohol products look likely to return to provincial liquor store shelves as Canada and the U.S. resolve many of their trade differences, but the WGBC has sounded a warning.

“We support restoring normal trade and consumer choice,” Jeff Guignard, President and CEO of WGBC said. “But returning to normal trade should not mean returning to business as usual. The Liquor Distribution Branch is in a unique position to support B.C.’s economy by ensuring local products remain competitive and visible in their home market.”

It said the B.C. wine industry generates approximately $3.75 billion annually, contributes over $440 million in federal and provincial tax revenues, and employs 14,000-plus full-time workers.

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