A labour market assessment commissioned by Vinica Education Society reveals growing demand for professionals with expertise in digital marketing, sustainability, operations, and innovation, highlighting significant workforce gaps expected to shape the BC wine industry over the next five years.
“BC’s wine industry stands at a pivotal moment,” says Chris Mann, Vinica’s Past President. “Climate challenges, digital transformation, and shifting consumer demographics are creating new career pathways that require specialized training and diverse perspectives.”
The assessment, conducted by Terroir Consulting, draws on secondary research and surveys with industry shareholders across wineries, hospitality, and education. Key findings reveal that while traditional roles like Winemakers and General Managers continue to remain in high demand, the industry has an increased need for specialized roles, including:
- Marketing & Digital Marketing Managers: To address a 23% increase in Canadian wine exports and engage tech-savvy younger demographics.
- Sustainability & Environment Managers: Essential for implementing climate adaptation strategies following recent wildfires and freeze events.
- Operations & E-commerce Specialists: To manage complex global supply chains and the surge in online shopping.The report also highlights a concerning demographic reality: “the average age of wine industry owners is 57.5 years, with only 9% under age 35”, creating an urgent need to develop capacity in the next generation of diverse wine leaders before the knowledge is lost.
Winemaker and marketer Isabella Rivero shares how her education with Vinica has enabled her to meet the changing needs of the employment market: “The Equity in Wine Leadership Program is an incredibly valuable program for anyone entering the wine industry, as well as those already building their careers. One of the biggest lessons I have learned is to stay humble, remain open to growth, and share your knowledge with others. Community is so important, and helping others can lead to unexpected and wonderful opportunities. Vinica connected me with like-minded, passionate individuals who continue to support and look out for one another years after completing.”
Vinica Education Society, known for its commitment to creating inclusive pathways into the wine industry for IBPOC (Indigenous people, Black people, and people of colour) professionals, will use these findings and the recommendations to enhance its Equity in Wine Leadership Program, with updated curricula to address the identified skills gaps.
“This research validates what we’ve long understood, that investing in diverse, well-trained mid-level professionals isn’t just good for equity, it’s essential for the industry’s future,” said Vinica Vice President Trina Plamondon.
The wine sector generated over $11.5 billion in revenue nationally in 2019, supporting more than 45,000 jobs. With BC projecting 91,900 job openings in tourism and hospitality-related industries through 2033, strategic skills training has never been more vital.
Vinica Education Society invites aspiring wine professionals to watch for the upcoming fall 2026 session of the Equity in Wine Leadership program, with application launching this summer.
About Vinica Education Society
Vinica Education Society is a BC registered not-for-profit committed to diversifying the wine landscape through free wine leadership programming. We bridge the gap between passion and professional advancement for those facing systemic obstacles, equipping them with the specialized skills and networks required to lead the future of wine.
Learn more about the upcoming Equity in Wine Leadership Program
New Equity in Wine Leadership program coming soon! Aspiring wine professionals and industry partners are encouraged to visit this page to sign up for updates.
Media Contact:
Faye Wai – media@vinica.ca