A Calgary MP is sounding the alarm about labelling for Canadian wine as it may not be as Canadian as consumers think.

MP Michelle Rempel wants wine lovers to be aware of what they are drinking when they purchase a bottle of wine branded as Canadian. With an industry worth approximately $6.8 billion, the economic impact of the Canadian wine industry is significant.

The current Canadian Food Inspection Agency (CFIA) guidelines for labelling requirements indicate that in order for a Canadian wine to be labeled Canadian, it must be made from at least 75 per cent of the juice of grapes grown in the country. The wine must also be fermented, processed, blended, and finished in Canada.

There is also an interim measure, the statement “Cellared in Canada” may be used as a country of origin for wines blended in Canada.

“The Cellared in Canada designation was designed to be an interim measure in 1994 to help transition the industry through the migration to new varietals,” explained Rempel. “Twenty-two years later, the original rationale for this measure no longer exists.”

Rempel says having this labelling available means producers can have lower production costs, and higher profits from these wines.

“The disadvantage is also obvious, as Canadian wines made from Canadian grapes have improved in quality and quantity,” continued Rempel. “Producers that use solely Canadian grapes and who also invest huge amounts of capital into their operations are forced to share the Canadian brand with Cellared in Canada wines.”

Rempel is hoping to see industry led recommendations on changes to the designation and that a neutral, Parliamentary review of the issue is needed. Rempel has sent a letter of request to the chair of the standing committee on Agriculture and Agri-Food, Pat Finnigan. He has yet to reply.