The opinions expressed in NGV Uncorked regarding the Niagara and Ontario wine industry are those of the author. Niagara winery & wine selections in NGV Uncorked reflect personal preferences and are based on recent winery visits and tasting sessions, not reviews by wine critics / writers or industry wine awards.

 

Vol. I - 8   /   October 2009

Initial pop will fizzle out

Oblivious to the obvious

Much has been said and written lately about the plan, or lack thereof, to better support the Ontario wine industry and encourage its growth. Recently, however, complaints and protestations re: "Cellared in Canada" (CIC) wines, grape surpluses, grower woes and bailouts, have forced everyone in the wine industry to re-examine if, when and how immediate and sustained assistance can be provided for the Ontario wine industry and grape growers - beyond bailouts, that is.

In a move well behind the times, the Ontario government and the Wine Council of Ontario have co-conspired to temporarily amend CIC content requirements and labelling practices. In 2010, CIC domestic wine content will be raised to a 40% minimum (up from 30%) - far short of the 50, 60 or 75% that could make use of the entire Ontario grape crop, thereby rescuing small-crop grape growers and eliminating bailouts made necessary by unsold grape surpluses.

By 2014, domestic content requirements will be eliminated in re-labelled and, hopefully, re-titled CIC (imported) wines. Since CIC wines now incorporate 50% of the Ontario grape crop, none of which will go into those wines down the road, the promotion of VQA wines had better be vigorous and extremely successful - or, grape growers will be right back where we are now, with crop surpluses and looking for government bailouts.

At this time, the per-bottle rebate for VQA wines sold through the LCBO is being considered for re-introduction after being cancelled for 2009. Because the LCBO dictates the price of shelved VQA wines, a price that winery retail outlets must also impose, it seems fair that either a per-bottle rebate or lower, more competitive prices for VQA wines be their mandate.

The possibility of franchised, VQA-only wine shops is also getting another look, again under the auspices of the LCBO. For densely populated areas and "wine country", this seems an obvious step forward. Such shops would better enable Ontario's 100+ small estate wineries to get their VQA products on the shelves, something not possible at LCBO stores.

At the Niagara Grapevine, we suggest:

• the elimination of NAFTA grandfathered privileges - i.e. CIC wines & private wine shops.
• the franchising of VQA-only wine shops in Ontario.
• the re-introduction of the per-bottle rebate on VQA wines sold at the LCBO.
• eliminating / replacing the "Cellared in Canada" tag.
• increasing the domestic content in CIC wines to 75 %.
• requiring CIC labelling changes, including origins, vintage(s) and blend percentages.
• broader marketing of the "VQA" brand, its meaning and standards.

 

NGV Uncorked (editorials) - Archives



9. Steps in the Right Direction ?
8. Initial Pop Will Fizzle Out
7. What Are They Drinking ... er, Thinking ?
6. Big Brother Not Watching or Helping Much
5. Bottle Shock - Niagara Style
4. LCBO - VQA Rebate Discontinued
3. Best ... or Best in Show ?
2. Cellared in Canada Wines
1. Riesling - Niagara's Signature Wine

Niagara Grapevine pours only VQA Ontario wines