Canada’s Napa Valley Seeks Elusive Viewers: Canadian Wine Drinkers


OSOYOOS, British Columbia — The primary shock for Séverine Pinte, a French winemaker working in Canada, was how informal everybody was — extra ripped denims and flip-flops than Chanel.

Then there was the surprising must warn grape pickers to not smoke marijuana close to her beloved vines.

And at last there was a furry menace: Canadian black bears with a style for chardonnay that wolfed up rows of grape clusters, forcing winemakers to make use of hunters, electrified fences or pepper bombs.

When Ms. Pinte emigrated to Okanagan Valley in British Columbia a decade in the past, she skilled some tradition shock, as she transitioned from the formality of Bordeaux’s centuries-old wine trade to Canada’s extra laid-back fashion.

“However I’m by no means going again to France,” stated Ms. Pinte, the chief winemaker at Le Vieux Pin vineyard in British Columbia’s pristinely lovely winemaking area. She added, “The soil here’s a palette from which I could make artwork.”

Canadian gastronomy could also be higher recognized for poutine, gravy-drenched cheese fries, than for pinot noir. However a brand new era of winemakers is placing the Okanagan Valley on the worldwide wine map, alongside famed areas like Bordeaux, Tuscany and the Napa Valley.

Nonetheless, winemakers like Ms. Pinte say they face a enterprise hurdle extra daunting than grape-guzzling bears: Many Canadians outdoors the province can’t legally get their arms on their wine.

About 90 p.c of all British Columbia wine is bought throughout the province, a statistic pushed by ardent native wine consumption, authorized restrictions and regional rivalries inside Canada.

Booze was largely banned in Canada throughout World Battle I, and a few provinces nonetheless forbid particular person shoppers from ordering shipments of wine produced in different provinces. That has proved particularly galling to winemakers when persons are nursing pandemic blues with outsized glasses of chardonnay.

“It’s simpler to ship wine to China,” Ms. Pinte stated.

Some years in the past a British Columbia winemaker efficiently mail-ordered a gun from one other province in a stunt geared toward exhibiting she may purchase a shotgun from Saskatchewan with better ease than she may order a case of syrah.

Whereas this battle to promote to a nationwide viewers has lengthy been a degree of frustration for British Columbia winemakers, it has develop into much more exasperating as the standard of the province’s wine has markedly improved.

Within the 1980s, the Okanagan Valley, which extends about 125 miles north from the border with Washington State, was recognized for its apple and peach orchards, discount lakeside seashore holidays and wine dismissed by oenophiles as undrinkable plonk.

However the phasing out of presidency worth protections introduced an inflow of cheaper overseas wines, forcing native winemakers to boost their sport and plant better-quality vines.

Three many years later, the area has drawn Canadian billionaires, who’ve joined veteran vintners like Anthony von Mandl, proprietor of Mission Hill Vineyard, in addition to Chinese language traders and American tech entrepreneurs wanting to create a Napa Valley of the north.

The Okanagan additionally produced Canada’s first Indigenous-owned vineyard.

As we speak, the area produces fantastic pinot noirs and cabernet francs which might be gaining discover by in-the-know wine snobs from New York to Shanghai. Some $40 bottles of Okanagan cabernet sauvignon have bought for practically $1,000 in China.

However shoppers in Quebec and Ontario — two of Canada’s largest wine markets — are likely to favor European imports, whereas some connoisseurs stay incredulous that the nation can produce gasp-worthy wine.

And it’s laborious to create a nationwide wine model in a regionally divided nation, the place upmarket Montreal eating places favor French vintages and Ottawa retailers champion Ontario-made wine.

When Jancis Robinson, editor of the “The Oxford Companion to Wine,” first visited the Okanagan Valley a couple of decade in the past, she discovered the flavors of the wines very direct and pronounced: They “nearly punch you between the eyes with their frankness.”

The area has since come into its personal, she just lately wrote, however Canadian regional chauvinism was nonetheless holding it again from nationwide appreciation. “The large gulf between japanese and western Canada,” she stated in an interview, makes it “as tough for the Okanagan Valley to make an influence in Toronto as in London.”

In 2012, the federal authorities handed a invoice permitting wineries to ship to particular person shoppers throughout the nation. However provinces regulate retail gross sales and eight years later, solely three — British Columbia, Nova Scotia and Manitoba — have permitted that.

Additionally, the wine market in lots of provinces is dominated by highly effective alcohol-selling monopolies that promote in government-run shops that are likely to favor European imports.

To get across the restrictions, some Okanagan wineries have resorted to subterfuge, sending wines to different provinces through the use of a medical transport firm in containers not labeled wine.

A New Brunswick man was fined $292.50 for making an attempt to convey 14 instances of beer and whisky throughout the border from Quebec, greater than the authorized restrict. Canada’s Supreme Courtroom successfully upheld the fantastic, ruling two years in the past that Canadians do not need a constitutional proper to move alcohol throughout provincial borders.

John Skinner, proprietor of the Okanagan-based Painted Rock Property Vineyard, whose wines have gained a following in China and the USA, stated he struggled to ship his wine to family in Ontario.

“It’s balderdash!” he stated. “Wine is a good ambassador for a rustic however Canada isn’t behaving like one nation.”

Some Okanagan wineries have performed up their French lineage.

Caroline Schaller, the chief winemaker at Okanagan’s venerable Osoyoos Larose Property Vineyard, stated her “Le Grand Vin” purple has had success in Quebec and Ontario, helped by the cachet of its French title.

Regardless of the challenges, British Columbia winemaking has come of age from the time when it was recognized for cloyingly candy ice wine produced from frozen grapes.

Even throughout the pandemic, droves of vacationers have come to pattern vintages from native wineries like Laughing Inventory and Checkmate.

Ms. Pinte was holding court docket just lately at Le Vieux Pin’s Provence-inspired out of doors tasting space, as a number of tables of socially distanced wine lovers listened intently.

“I think about this wine to be like a mannequin strutting down a Paris runway,” she cooed, as she provided up a glass of her velvety cuvée violette syrah.

Over at Daydreamer Vineyard, couples in shorts and T-shirts sipped on giant glasses of rosé on picnic tables, as sheep grazed on grass at their toes. Ms. Pinte stated she had come to adore British Columbia’s informal sensibility.

When Ms. Pinte advised French associates she was shifting to Canada, she recalled, they assumed she was abandoning winemaking to show French. Even after she turned a longtime Okanagan winemaker, her mother and father initially recoiled from her wine.

“After I served French associates my wine, they might faux to drink it,” she recalled.

François Le Mouël, from Montreal, describes himself as a “B.C. wine fanatic,” with 700 bottles in his cellar. He stated the area wanted a “Judgment of Paris” second.

He was referring to a 1976 wine occasion when plucky California wines trounced French wines in a blind tasting judged by famend — and shocked — French oenophiles. The competition put Napa Valley on the worldwide map.

Okanagan wine’s popularity, he added, wanted related burnishing. “If you end up on a date together with your spouse or girlfriend,” he stated, “ordering a British Columbian wine doesn’t sound tremendous attractive.”



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4 thoughts on “Canada’s Napa Valley Seeks Elusive Viewers: Canadian Wine Drinkers

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