A Cape Breton vineyard will be one of the wineries promoted in the early stages of the latest Nova Scotia Wine Ambassador Program.
Eileanan Bréagha Vineyard, located on a 200-acre former homestead in Marble Mountain, will receive the full social media force of the seven wine ambassadors recently named to the marketing initiative.
“Cape Breton will benefit, as will all of the 18 wineries across the province, but it really is a situation where a rising tide lifts all boats,” said Tracey Singleton of Versatile Management Group.
“I know that sounds cliché but our goal overall through this program is really to foster a sense of pride amongst Nova Scotians to want to buy and consume more Nova Scotia wine.”
The wine ambassadors are said to be social media savvy who have a passion for local wine. Sommeliers, travel enthusiasts, lifestyle bloggers and photographers are among the group.
The program intends to harness their knowledge and unique perspectives to convince people to drink more Nova Scotia wines and also to direct people to the actual wineries for visitation, tastings and related activities.
Cape Breton will benefit, as will all of the 18 wineries across the province, but it really is a situation where a rising tide lifts all boats — Tracey Singleton
This summer, an ambassador will visit Cape Breton and share their winery experience, and everything else Cape Breton has to offer to a social media audience.
“We know that people don’t do wine experiences in isolation,” said Singleton.
“It is about what is that winery experience and then what are all the other, whether it is food and beverage related, or hiking — what are all the other things people can take in while they are also enjoying that wine experience.”
Cape Breton gets a more targeted approach during the campaign, said Singleton, because there isn’t as much winery ‘clustering’ happening as in Wolfville, for example.
The initiative, though, is about moving the entire Nova Scotia wine industry forward.
All ambassadors for the program are from Nova Scotia.
A later aspect of the initiative will see influencers and content creators from across Canada come to Nova Scotia so that they can share those wine experiences with their online communities across the country.
A brand new, visitor-centric website will be launched in May as well.