Over the last few weeks, pressure had been building nationally and internationally, concerning the deceptive Cellared in Canada wines. These inexpensive bottles, made by the country’s major wine bottlers, give a Canadian aura to blends made totally (or almost) from foreign wine brought in bulk to this country from Chile, Australia or elsewhere.
Last month, articles in The Economist, abroad, and the Vancouver Sun, nationally, were added to a long list of features by Jancis Robinson, Wine Spectator and French industry site Vitisphère, all criticizing the confusion between truly Canadian wine and foreign plonk. A half-hour segment on CBC’s The Current also contributed strongly to the debate by catching Andrew Peller president John Peller in a web of his own contradictions about the clarity (or lack thereof) of CiC labelling. While Peller insisted that the labels were clear, and that all relevant information was clearly stated, a string of LCBO consumer interviews at the end of the segment showed all of them surprised, if not angry, at learning that what they thought was Ontario wine was something else altogether. They certainly thought it was confusing and deceptive. And so did Anthony Gismondi, as he stated in a solid piece also published in the Vancouver Sun.
Facing growing public resentment, as well as growing pressure from the BC government, big bottlers Vincor and Peller met with the Vancouver Sun on Thursday to explain that they were planning changes to the labels and presentation of the wines. While Vincor president Eric Morham and Andrew Peller president John Peller insisted they never meant to mislead the public (then why all the small print on the labels, the incredible similarities between some brands’ VQA and CiC labels?), but that they are hearing the feedback and are working on new label designs.
One reason for the move might be explained by the BC government’s changing attitude towards the confusion:
In a separate interview, Rich Coleman, minister responsible for the Liquor Distribution Branch, said the LDB is on-side with the changes in marketing the wines.
“I have already told our guys to look at how it is displayed in the stores. It will be fixed.”
Coleman said Vincor, which is an official Olympic supplier, told him its Cellared in Canada wines should be re-labeled before the 2010 games begin, a sensitive issue for both the government and the winery
Here’s hoping that not only the labeling will be re-done, but also that Vincor will focus on actual Canadian wines, in its Olympic promotion, instead of products like the Cellared in Canada Esprit wine. The Olympics will be a great opportunity to showcase Canadian wine to the world, not compromise its credibility by blurring boundaries.
At this point, the decisions seem to affect only British Columbia, but it would seem normal that they should apply to Ontario as well. On Friday afternoon, I tried to reach spokespeople for Peller, Vincor and Mission Hill (in this last case, to see if the company would follow suit with the two others), to confirm whether or not Ontario is also concerned, but received no reply. I’ll follow up when I get more details about the proposed changes from the concerned parties.
One person who did reply is Seaton McLean, co-owner of Closson Chase Vineyards in Prince Edward County. Mr McLean, who has been speaking out in public – and working behind the scene – against the present Cellared in Canada situation, welcomed the new position by Peller and Vincor as “good news”, while pointing out in his e-mail message that the labels weren’t the only question at hand:
“However, there are many other fundamental elements of the Ontario Wine Industry that are dysfunctional and the clear labelling of CIC wines is just the tip of the iceberg. So, we’ll see what happens next week and fingers crossed that it will be significant. If there is no decrease in the 70% Chilean content a lot of Ontario growers will have a tough time surviving. I hope that the CIC guys ultimately see how they could make themselves appear to be good citizens if they went ahead and committed to buying the aprox. 8,000 tonnes of grapes that are unsold and will make a wonderful photo op hanging there, dying on the vines, while 50,000 tonnes arrives from Chile.”
Indeed, it’s hard to see how Cellared in Canada wines wouldn’t be having a negative effect on the wine growers of Ontario, who are facing considerable drops in prices and uncertainty about the intentions o buyers, as a Globe and Mail pointed out on Friday. Increasing the amount of Canadian wine in the blended wines would seems like it could be a favorable option (content of Ontario grapes can be as low as 10%, contrary to what the Globe piece says). Especially since Vincor and Peller, while looking to improve the labels, seem to want to hang on to the word “Canada” in what is essentially a foreign product. According to the Vancouver Sun piece:
[Vincor president Eric] Morham produced mock-up labels that Vincor is considering for its Sawmill Creek brand that state in large print on the front of the bottle the origin of the wine. One option states “International Canadian Blend”. The other, “Cellared in Canada.”
Shouldn’t using the word Canada should mean having a majority of Canadian content? In any case, I find it hard to see why the bottlers would want to hang on to CiC, which has been garnering so much negative attention. Time to start fresh, and give straight answers, guys.