This report is based on a Genome BC, Genome Canada, SFU, and UBC funded study from 2009-2011 of the competitiveness of the BC wine industry as compared to other wine industries around the world (other cases and comparative analysis will be released as a book or special edition sometime in 2011-12). Though the BC industry has had remarkable success, we focus on vulnerabilities (possible weaknesses) for growth and stability in the industry (as listed in the Table of Contents). We use cluster theory, which suggests that firms competing in the same industry also have reason to cooperate. When we compare BC with the other cases studied, namely, Italy, Spain, Australia, and Chile, we find that there is far less cooperation, institutional support and leadership, and a heavy dependence on the local market, particularly local tourism. There are weaknesses as well in access to knowledge and learning through limited opportunities for interactions, agricultural extension, and training. This may be natural given the early stage of BC’s wine industry, however, it also suggests adjustment is important for longterm growth and evolution. One of the key differences is that BC does not compete for exports, which in the other cases pushes the firms towards a shared long-term vision (such as Australia’s 2025 vision statement). The perception by many in industry is that BC produces at too low a volume and too high a price to compete for exports. However, the examples of all the other cases show that even small producers can export given adequate institutional support, and, above all, in producing a high quality consistent product that is well marketed. This reinforces in turn the need for closer attention to improving the quality of grapes in BC, which equally requires a long-term strategy along the same lines and long-term relationships with wineries that currently are haphazard. Thus, we envision a BC wine industry that could take the next step forward into becoming a producer of global quality and renown, if certain steps are taken. On the other hand, resistance to this research and to change is also predominant in the industry; with the recent growth and advantages to incumbents, there is limited appeal for change the moment.
