Page 24 - GBC Summer ENG 2021

Thirty Bench Wine Makers on Beamsville Bench, Beamsville, ON.
benefit from the moderating effects of Lake Okanagan. Although much smaller than Lake Ontario, Lake Okanagan has nearly the same depth at over 230 meters!
A combination of altitude, lake effect cooling and the North to South orientation of the Valley provide several distinct regional climates. For example, Lake Country and Kelowna in the North tend to be several degrees cooler than Oliver and Osoyoos to the South. These site specific variations allow cooler vineyards to produce world class Pinot Gris, Chardonnay, and Pinot Noir while hotter sites successfully ripen varietals such as Cabernet Sauvignon, Cabernet Franc and Syrah.
The extensive glaciation that formed the Valley over 10,000 years ago, also created the diversity of soil types that play a critical role in the quality, style and expression of terroir we enjoy in these wines. Steeper slopes to the North are largely composed of gravel and clay whereas the bench- lands further south are sandier with gentle slopes that benefit from excel- lent sun exposure. Continuing South towards the Sonoran Desert, glacial melt has left behind alluvial fans of sandy-gravel sediment where rattle- snakes, cacti and vines alike endure incredibly hot summer days. Each soil type challenges vines to seek nourishment deep in the earth and contribute to the wonderful diversity of terroir in British Columbia’s Okanagan Valley wine.
CONSUMERS LESS PRICE SENSITIVE
Canada’s wine industry offers plenty to be excited about, and the upcom- ing 2021 golf season certainly does as well. In a recent RBC Capital Markets Publication, analysts have suggested that while value positioned offerings remain important, Canadian consumers have become less price sensitive over the past 12 months. While some consumers continue to seek out value priced goods, spending was constrained by COVID-19 through travel and social restrictions which has contributed to an increase in discretionary spending. This trend is also expanding across wider demographics where consumers are willing to make more frequent indul- gent purchases.
Margin-wise, value priced house and happy hour wines will remain important to entice guests and deliver value to the price sensitive consum- er, however a greater percentage of customers are likely to trade-up into higher price points for recognized brands and varietals within your
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Golf Business Canada
View of McIntyre Bluff, Okanagan Valley, BC.
by-the-glass and by-the-bottle menus. There is continued demand for international categories such as New Zealand Sauvignon Blanc, however the increased momentum behind shopping local will trans- late to more consumers looking for exceptional Canadian wines on your list.
CHEERS TO THE 2021 SEASON
Over the past 12 months, few industries were hit harder than hospitality but consumer demand has remained strong. Canada’s golf industry has done an exceptional job responding to changing regula- tions and have been able to welcome guests to safely pursue their passion on the course.
This year, with the optimism of easing restrictions, guests will be eager to support your food and beverage outlets. We are optimistic about the rebound and recovery of Canada’s hospitality industry and look forward to the possibility of full patios and dining rooms again soon. Here’s to a successful 2021 season. See you out on the course!
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