New highway signs are among efforts to promote the expanding Kamloops-area wine industry, along with a local wine-trail designation.
The newly formed Kamloops Wineries Association launched the Kamloops Wine Trail yesterday afternoon at Monte Creek Ranch, the latest winery in the area to open its tasting room to the public.
It connects four wineries in the Kamloops area: Sagewood, Harper’s Trail, Monte Creek Ranch and Privato.
Trish Morelli, executive director of the association, told a room full of dignitaries that an awareness campaign for what has been dubbed “B.C.’s newest wine experience” includes a new website — kamloopswinetrail.com which went live today — a consumer brochure and passport and billboard advertising.
The launch comes after Ministry of Transportation Todd Stone announced new highway signage on Friday.
Five signs promoting the Kamloops wineries have been placed at entrances to the city.
Smaller signs also direct visitors off the highway to the wineries.
“This industry is just getting started,” he said.
“We’ve got four in Kamloops. There’s others being discussed, I’m sure.”
Stone said one of the challenges for the wineries and the regional industry itself is building awareness among consumers, something the signs and route will assist.
Morelli credited Stone’s ministry for acting quickly on the signage program.
“For a growing wine industry in its infancy it’s all about awareness, getting the word out that wineries do exist in Kamloops,” she said.
Stone said the B.C. Liberal government is also committed to removing interprovincial trade barriers to B.C. wine.
“It’s absurd you can go to Washington, Oregon or California and you have a better selection of B.C. wines than in Alberta or Ontario.
“This is not acceptable in today’s age.”
The Kamloops Wine Trail is about 60 kilometres, spanning from the east side of the city to the west.
Divine Tours and Tasteful Excursions offer wine tour transportation.
The association is hosting an open house on Saturday from 11 a.m. to 5 p.m. at each of the four wineries, including free wine tastings, tours, appetizers and entertainment.
The owners and winemakers will also be on hand for a meet and greet with those who attend.
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