No more ‘Cellared in Canada’ labels
We don’t know if it’s any less perplexing. But, the Canadian Food Inspection Agency announced its solution to the ‘Cellared in Canada’ wine-labelling controversy Tuesday.
Rather than the misleading ‘Cellared in Canada from imported and/or domestic wines’ wording on a label there are now two options.
They are: ‘International blend from imported and domestic wines’ for bottles containing 51 or more percent of imported wine and ‘International blend from domestic and imported wines’ on bottles with 51 or more percent of Canadian wine.
I tried to figure out a way to write that without it continuing to be baffling, but there doesn’t seem to one.
The only further differentiation is where the word imported and domestic comes in the sentence.
In the labelling where imported is listed first, the majority of the wine is from other countries.
When domestic is listed first, the majority of the wine is Canadian.
Of course, this level of detail isn’t going to be on the labels so consumers are likely to be just as mystified.
“We asked for the change because we wanted truth in labelling,” said B.C. Wine Institute president Miles Prodan.
“As the agency that promotes VQA (Vintners Quality Alliance) wines made from 100 per cent B.C. grapes we think the Canadian Food Inspection Agency’s decision, based on consultation with the industry, achieves that. I think it will be easier to understand for both consumers and the industry.”
The new labelling rules are effective immediately, but consumers will continue to see ‘Cellared in Canada’ wines as inventory with such labels are sold off.
Cellared in Canada was thought to be confounding because it indicated the wine was a product of Canada and thus made from Canadian grapes.
However, the reality is most of the wine in the bottle was bulk juice from unspecified and prolific grape growing regions around the world, most likely Washington state, California, Chile, Argentina, Australia and South Africa.
None of those countries was listed on the label, they were just the ‘imported’ wines in the ‘Cellared in Canada from imported and/or domestic wines’ equation.
One tip off for consumers should have been that these Cellared in Canada wines are priced around $10 a bottle because they are very much an entry-level, massmarket product.
Most VQA wines start at $15 a bottle.
Cellared in Canada and B.C. VQA also tend to be in separate signed sections in most liquor stores.
More confusion could arise because some of the most popular Cellared in Canada wines are made by companies with VQA production too.
For instance, the Copper Moon is made by Andrew Peller, which has Peller Estates, Sandhill, Wayne Gretzky, Gray Monk, Black Hills, Red Rooster and Tinhorn Creek VQA wineries.
Arterra, the parent company of VQA wineries See Ya Later Ranch, Nk’Mip, Inniskillin and Jackson-Triggs, also makes Cellared in Canada Naked Grape and Sawmill Creek.
To add to the puzzlement, Jackson-Triggs also has a Cellared in Canada line called Jackson-Triggs Proprietor’s Selection.
And Mark Anthony Brands, the parent company of VQA wineries CedarCreek and Mission Hill, also has Cellared in Canada labels such as Wild Horse Canyon, Artisan and Painted Turtle.