Okanagan makes Vogue list of underrated global wine regions

It’s no secret the Okanagan has gained notoriety for its vineyards and the recent nod from the iconic Vogue magazine has given the area a huge international boost.

The publication recently featured an article headlined ‘12 Underrated Wine Regions to Visit This Fall.’ The piece mentions the Okanagan Valley as one must visit destination.

“This region produces world-class wines that are difficult to find outside of Canada—the easiest way to taste them is to travel there,” Juliet Wine co-founder Allison Luvera told Vogue. “However, its high caliber wines coupled with the stunning natural beauty of the region have attracted top winemakers from France, New Zealand, and South Africa, so awareness is on the rise.”

She highlighted Quail’s Gate in West Kelowna, Okanagan Crush Pad in Summerland, and Painted Rock in Penticton as key places for tastings. Hiking, biking, or kayaking on Okanagan Lake, are also highlighted, as is visiting the boardwalk at the Osoyoos Desert Centre.

Wine Growers British Columbia President and CEO Miles Prodan said getting a mention in the magazine is huge.

“They are literally the trendsetters for fashion and what’s up-and-coming and new. To get that kind of recognition for the Okanagan Valley as an up-and-coming wine area, you can’t buy that kind of advertising,” he said.

Prodan said the exposure is beneficial for tourism as the industry looks to get back on track following the pandemic.

“Tourism had precipitously dropped off and is slowly coming back. We’d really hope to see it rebound this past summer, and it really didn’t to the level we had hoped,” he said. “We have high hopes for the future and articles like this just help give that exposure to a market beyond our close visitors.”

Other global wine hotspots mentioned in the article include Spain, Italy, Switzerland, Hungary, France, Argentina, and the United States.