Vincor Canada is banking that the Winter Olympics will not only raise the profile of athletes such as freestyle skier Ashleigh McIvor and bobsledder Pierre Lueders, but of the Okanagan Valley grape and wine industry.
As the official Okanwine supplier for the 2010 Olympic and Paralympic Winter Games, homegrown wines from Vincor’s family of wineries will presented at venues and events surrounding the Vancouver Games.
The move should reignite global interest in Inniskillin Icewine (the lone Niagara property which is part of Vincor’s official supplier mix), which remains Canada’s most travelled and celebrated wine export thanks to the barnstorming promotional efforts of founder Donald Ziraldo. It will also garner international attention for exciting Okanagan properties like Jackson-Triggs Okanagan, See Ya Later Ranch, Sumac Ridge Estate and Nk’Mip Cellars (pronounced in-ka-meep). The latter is a creative partnership between Vincor Canada and the Osoyoos Indian Band, making it North America’s first aboriginal winery.
The fact that Canada produces wine might be surprising to many international visitors. That we have a flourishing wine industry taking root in the Sonoran Desert, which runs from the southern Okanagan to the northern tip of the Gulf of Mexico, is the kind of story that television crews assigned to do travel diaries of the Games is unlikely to overlook.
Vincor Canada signed a six-year sponsorship agreement with the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games, the wine company also holds sponsorship rights to the Canadian Olympic Team for Vancouver 2010 and the London 2012 Games.
Of course, Vincor won’t be the only beneficiary of the Vancouver Games. There will be spin-off benefits for all of British Columbia’s wine and hospitality industries. Restaurants in Vancouver and Whistler have always done a first-rate job promoting regional food and wine — that civic pride will only intensify with the onset of the Games. The bounty of compelling wines from producers such as Burrowing Owl, CedarCreek, Church & State, Mission Hill, Road 13 and Sandhill will likely convert visitors from skeptics to believers.
The lingering question will be how British Columbia and its wineries take advantage of the spotlight. Its wine industry is small by international standards, which means there will never be a significant volume of wine to export. It main goal then must be to foster a reputation as a destination that promises not only breathtaking scenery and cultural attractions, but also an unparalleled food and wine experience.
Wine of the Week
****
Sumac Ridge Estate Winery Tribute
Okanagan Valley
$30
Tribute, a 100% Chardonnay sparkling wine, was crafted in the traditional method, with secondary fermentation taking place in bottle, is a new addition to the Sumac Ridge’s established sparkling wine portfolio. Crafted specially to celebrate the 2010 Olympics, the crisp, tartly flavoured sparkling wine is a real winner. Hopefully it and Sumac Ridge’s big brother bottling, Tribute Gold, will become a permanent part of the Sumac lineup.
