A memorandum of understanding between Okanagan College and the BC Wine Institute will expand the partnership they have had over the years.
College spokesperson Allen Coyle says they’ll be collaborating on research in various areas.
“We’ve had researchers work on estimating the value of the wine industry to the economy of the region. They’ve looked at how to move into different areas of quality production”
The agreement will carry the partnership into 2020 with a focus on the future of the industry.
A couple of projects are already underway focusing on the buying habits of different generations.
“Understanding and appreciating how people respond to wine in different age cohorts should help the marketing and even product development side of the equation.”
Coyle says the college has been working to develop its profile on food, wine and tourism.
In past years, the college and wine institute worked together to develop an online wine server program that focuses on the various intricacies of BC wine.