There's strength in numbers.
So, the BC Wine Institute is changing its name to jive with Wine Growers Canada, Wine Growers Ontario and Wine Growers Nova Scotia.
As a result, you guessed it, the institute's new name is Wine Growers British Columbia.
"The rebrand helps to reposition the BC wine industry as a high-value, agri-food producer and economic growth generator, representing and supporting grapegrowers and wineries as part of a family farm network," said institute CEO Miles Prodan.
"It also better aligns with our Canadian wine colleagues."
Most of the rebranding will actually take place early next year, but the institute's board of directors voted unanimously for the name change at the annual general meeting earlier this month.
For much of its consumer and media relations, Wine Growers British Columbia will continue to use the self-explanatory Wines of British Columbia branding.
The organization markets the province's wines and wine regions, including the Okanagan, Similkameen, Shuswap, Thompson, Fraser Valley, Lower Mainland and Vancouver Island.
It also organizes trade, media and consumer tastings to further promote BC wines.
The BC wine industry contributes $2.8 billion to the provincial economy annually and attracts one million visitors a year who spend $600 million.
The organization also elected a new board for 2021:
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