These are interesting times in the B.C. wine biz. As the industry matures, wineries and regions are jockeying for our attention--often with clever new labels and brands.

The latest to throw its hat into the rebranding ring is South Okanagan Wineries Association (SOWA), whose 21 wineries have declared themselves Oliver Osoyoos Wine Country. For years, the folks "down south" in the Okanagan have been frustrated that even though they grow most of the grapes in the valley, they get little respect.

SOWA president Tim Martiniuk's family owns Stoneboat Vineyards, on the northern tip of Black Sage Bench. He grew up on the land in a region that he says is distinctly different. While the South Okanagan is considered to begin at Peachland, in wine terms Martiniuk says it really runs "from the Bluff to the Border." That'll be McIntyre Bluff, that big chunk of rock just north of Oliver.

It's a fair claim: harvest dates can vary by as much as two weeks on either side of the bluff, which often bottles up cooler weather, providing the south with its hotter days and cool, clear nights.

Oliver Osoyoos Wine Country better explains the region, says Martiniuk. It also defines "a sense of place" that's more appropriate for the province's pioneering region in grape growing and winemaking, he says.

The South Okanagan is by no means the first to launch its own brand. Naramata Bench has been the most successful. "Wine Islands," including Vancouver Island and the Gulf Islands, is building its own distinct identity. And word is that Fraser Valley wineries will soon be announcing their own brand.

What's different in SOWA's case is that the South Valley is the one part of the province where nearly all its wines are made with local grapes. Martiniuk describes the south as "a region of benches": East Benches (Black Sage), Osoyoos Lake Benches and West Benches (Golden Mile). By branding the south firmly as Oliver and Osoyoos, the association has laid the groundwork for the next stage: dividing the south valley into sub-appellations.

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The Hired Belly recently sat down with Earls wine director George Piper for curry. On the menu: Jeera mild curried chicken, with jasmine rice and naan bread. In the glass? Earls' Whatchmacallit Italian Cab Merlot, as well as Perrin Cotes du Rhone 2007, proving that red, Syrah Grenache in particular, can be the perfect curry wine.

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If all this election talk is getting you down, why not toast the results with a glass of crisp Sauvignon Blanc, live music and good eats at the New Zealand Wine Fair at The Roundhouse, May 2, 7 to 9:30 p.m. Info at nzwine.com/events.

info@hiredbelly.com

These are interesting times in the B.C. wine biz. As the industry matures, wineries and regions are jockeying for our attention--often with clever new labels and brands.

The latest to throw its hat into the rebranding ring is South Okanagan Wineries Association (SOWA), whose 21 wineries have declared themselves Oliver Osoyoos Wine Country. For years, the folks "down south" in the Okanagan have been frustrated that even though they grow most of the grapes in the valley, they get little respect.

SOWA president Tim Martiniuk's family owns Stoneboat Vineyards, on the northern tip of Black Sage Bench. He grew up on the land in a region that he says is distinctly different. While the South Okanagan is considered to begin at Peachland, in wine terms Martiniuk says it really runs "from the Bluff to the Border." That'll be McIntyre Bluff, that big chunk of rock just north of Oliver.

It's a fair claim: harvest dates can vary by as much as two weeks on either side of the bluff, which often bottles up cooler weather, providing the south with its hotter days and cool, clear nights.

Oliver Osoyoos Wine Country better explains the region, says Martiniuk. It also defines "a sense of place" that's more appropriate for the province's pioneering region in grape growing and winemaking, he says.

The South Okanagan is by no means the first to launch its own brand. Naramata Bench has been the most successful. "Wine Islands," including Vancouver Island and the Gulf Islands, is building its own distinct identity. And word is that Fraser Valley wineries will soon be announcing their own brand.

What's different in SOWA's case is that the South Valley is the one part of the province where nearly all its wines are made with local grapes. Martiniuk describes the south as "a region of benches": East Benches (Black Sage), Osoyoos Lake Benches and West Benches (Golden Mile). By branding the south firmly as Oliver and Osoyoos, the association has laid the groundwork for the next stage: dividing the south valley into sub-appellations.

•••

The Hired Belly recently sat down with Earls wine director George Piper for curry. On the menu: Jeera mild curried chicken, with jasmine rice and naan bread. In the glass? Earls' Whatchmacallit Italian Cab Merlot, as well as Perrin Cotes du Rhone 2007, proving that red, Syrah Grenache in particular, can be the perfect curry wine.

•••

If all this election talk is getting you down, why not toast the results with a glass of crisp Sauvignon Blanc, live music and good eats at the New Zealand Wine Fair at The Roundhouse, May 2, 7 to 9:30 p.m. Info at nzwine.com/events.

info@hiredbelly.com