AN INTERVIEW WITH GORDON MUNROE
"We're thrilled by the news that our proprietor, Anthony von Mandl, will be inducted into the Order of British Columbia this summer," Mission Hill general manager Gordon Munroe said recently. "It's an honour reserved for British Columbians who have made extraordinary contributions to the cultural, charitable and business fabric of the province," Munroe continued. "We join with Anthony's many friends and colleagues in congratulating him on this important distinction." As The Order announcement puts it, "He has created a world-class winery destination in his Mission Hill Family Estate, where he continues to work hard to raise the profile of agri-tourism domestically, nationally and internationally."

"Anthony was also recently saluted with one of the most important appointments in the wine world," announced Munroe. As the incoming President of the International Wine and Spirit Competition, he'll oversee the adjudication of the best wines and spirits in the world. Anthony follows Wolf Blass into the presidency of the IWSC; other notable past-presidents were Robert Mondavi, Baroness Philippine de Rothschild, Miguel Torres and Piero Antinori. "It's not only an honour for him and his family," Munroe continued, "but, as Anthony himself said, 'it's also an important endorsement of the Okanagan Valley and its potential.'"

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appealing to the wine tourist

AN INTERVIEW WITH GORDON MUNROE
"Our years of vineyard development and research are really paying off with recent vintages producing wonderful fruit, giving winemakers a superb flavour palette from which to make serious world-class wines," Mission Hill general manager Gordon Munroe enthuses. He feels that the passion and commitment of the experienced Mission Hill farming and winemaking team greatly benefits the end result. "Anthony and I are very proud of this group. We feel they are the best in the Valley."

And he is sure that American consumers will agree. "We're very excited about introducing Okanagan wines to the US consumer through the new marketing alliances we've developed throughout the States." These partnerships equate to increased availability of Mission Hill wines in key markets and high-profile restaurants throughout the US. "It is a pivotal time as the wines of the Okanagan define their own personality to wine enthusiasts around the world, showing the structure of Bordeaux and the intense fruit flavours of California," says Munroe, "the American consumer is discovering that our wines are some of the most food-friendly wines in the world."

Together with exposure to new markets comes the potential for increased wine tourism. To this end, Munroe has been active with the BC Wine Institute, where he's a director. "I'm committed to the new marketing and promotional directives being undertaken by the BCWI," he says. "Our local markets-in BC, Alberta and Washington-are vital to wine tourism." Munroe refers to one of those new directives, a 16-page guide to the Okanagan Valley Wine Country that will be distributed with Western Living Magazine and the Vancouver Magazine Eating + Drinking Guide to British Columbia this summer. "This is just one of the tools that will firmly establish the Okanagan as one of the world's most exciting wine tourism areas," he says. "Connect the dots of the wineries, the new resorts, cooking schools and restaurants that are appearing around the lake, and you have the makings of a truly memorable visit."

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sideways effect

SALES OF PINOT NOIR HAVE SPIKED BY 15% SINCE SIDEWAYS, THE WINE-LOVING BUDDY MOVIE THAT TRACES UNFOLDING RELATIONSHIPS THROUGH THE VINEYARDS AND RESTAURANTS OF SANTA BARBARA'S WINE COUNTRY. AND CHARACTER MILES RAYMOND'S NOW INFAMOUS LINE DISPARAGING MERLOT, "NO, IF ANYONE WANTS TO DRINK MERLOT, I'M LEAVING," HAS SEEN THAT VARIETAL'S SALES SLIP BY 2%. MISSION HILLS' INGO GRADY HAS THE PERFECT RIPOSTE: "LET CALIFORNIA GO SIDEWAYS," HE SAYS, "BECAUSE THE OKANAGAN'S GOING FORWARD. FAST FORWARD."

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