Vision, Mission & Values

Our Vision

An inclusive, accessible, knowledgeable and responsive organization committed to sustainable domestic and international success for the Canadian wine industry.

Our Mission

To provide focused national leadership and strategic coherence to enable domestic and international success for the Canadian wine industry.

Our Values

We place our members at the core of all we do. Our members are the reason for our existence. We appreciate and are inclusive of all scales of production, providing a unifying voice for the Canadian wine industry. We provide respect, professionalism and responsiveness to each member. We encourage member participation and leadership in our organization.

We are committed to our industry. We are respected for our strategic, forward-looking transparent leadership that supports a successful Canadian wine industry, both domestically and abroad. We believe that a unified approach of working together drives high levels of engagement, and is essential to our continued success.

We operate ethically. We hold ourselves and our association to high standards of honesty, integrity and social responsibility. We are both individually and collectively accountable and responsible.

We strive continually to improve. We are a learning organization that aims to anticipate and respond to changing member, employee and operational needs through constant evolution, assessment and innovation. It is through our dynamism that excellence is achieved.