C A N A D I A N V I N T N E R S ASS O C I AT I O N
Following the federal election, the late fall will see the forma-tion
of a new federal cabinet and new wine industry champions
in the ministerial portfolio’s such as Agriculture, Trade, Finance,
Health and Tourism. The wine industry views this as an opportu-nity
to educate and build new relationships, while espousing the
vineyard to glass agricultural foundation of Canada’s wine indus-try.
We are a $10 billion industry and our roots are deeply tied to
SERVING WE S TERN CANADA AND WA SHINGTON S TATE
Throughout 2019, the CVA has been undertaking a rebranding
exercise to reposition the CVA and the Canadian wine industry as a
high value-added agri-food sector. Using the highly regarded com-munications
agency Hill+Knowlton to lead the rebrand project, we
undertook significant research including:
•• Quantitative and qualitative reputational research (amongst
stakeholders, consumers and members), including customized
polling of 1,000 consumers, a membership survey and inter-views
with key stakeholders.
•• Messaging around a full agri-food value chain, including a
socially responsible depiction of the Canadian wine and
•• Development of a creative communications strategy that reso-nates
with a broad group of key stakeholders.
•• Development of communications tools and digital assets.
•• Creation of a new name and logo for the CVA.
In July, the CVA membership approved “Wine Growers
Canada” and the French translation “Vignerons Canada,” as the
new name for the CVA. The research demonstrated that the name
aligned with the highest number of attractive brand elements.
“Canadian wine is an amazing, value-added agricultural
product – grown by resilient and resourceful Canadian farmers.
The mission of our rebranding project is to celebrate Canadian
wine – and all the hard-working people that deliver it from vines
to table – every day. Our new name, Wine Growers Canada, reflects
this mission and reminds us that Canadian wine is an important
contributor to our local agricultural economy,” said Kelly Brown,
chair of Wine Growers Canada and senior vice president, legal and
corporate affairs, Arterra Wines Canada.
Wine Growers Canada will be officially launched following
the October federal election. Our new name, logo and identity will
replace the highly recognized and respected Canadian Vintners
Association. Wine Growers Canada will begin a campaign blitz
throughout 2020 on Parliament Hill to spread the industry’s
value-added agri-food messaging and priorities.
For more information visit: www.canadianvintners.com.
42 § POURED CANADA § www.poured.ca