Jeff Guignard

Background

About Jeff Guignard

As President CEO of Wine Growers British Columbia, I'm passionate about championing BC’s wine industry and unlocking its full potential on both the domestic and global stages. I’m focused on driving growth for the BC wine sector by: 1) Advocating for the industry’s interests and ensuring policy frameworks support innovation, sustainability, and growth. 2) Strengthening collaboration across wineries, tourism partners, and trade networks to build a unified and vibrant voice for BC wine. 3) Elevating “100 % BC Wine” as a premium brand, telling the story of craft, terroir, and community behind every bottle. 4)Expanding direct‑to‑consumer engagement and wine‑tourism opportunities that showcase the region, boost economic impact and deepen connections with wine lovers at home and abroad. To help ensure the BC wine industry not only thrives — but leads: recognized for its quality, celebrated for its people, and sustained by forward‑thinking practices. If you’re passionate about wine, tourism, trade or policy in B.C, I’d love to connect and explore how we can work together.