Vincor Canada and Andrew Peller Ltd. have announced they are changing labels on their so-called ‘Cellared in Canada’ wines to make them more descriptive of their foreign origin.
Eric Morham, president of Vincor (left), and John Peller, president and CEO of Andrew Peller Ltd. with a bottle of Naked Grape Chardonnay talk to the editorial board of the Vacouver Sun Oct. 1, 2009.
Photograph by: Ian Lindsay, Vancouver Sun
Canada’s largest wine companies risked losing brands they have spent years building up by selling bulk imported wines as B.C. products, a Simon Fraser University marketing expert said Friday.
The prompt response by two of the big three companies to revelations that wines being sold as B.C. wines were in fact bulk imports, was the best way to put the controversy to rest, said Lindsay Meredith, marketing professor at Simon Fraser University’s faculty of business administration. They have probably saved their brands. Vincor Canada and Andrew Peller Ltd. announced Thursday they were changing labels on their so-called Cellared in Canada wines to make them more descriptive of their foreign origin. The company CEOs pledged to be more open about their labeling practices. The new labels are expected to be in place before the 2010 Olympics.