
This is a slightly odd piece for Critics At Large, but I think it has relevance because what we are dealing with is the Vancouver Olympics and the promotion of Canadian patriotism through clothing. Except the things they want us to buy to make us feel good about ourselves and our country were not made here.
This issue began awhile ago with wine. Vincor, a major wine company that owns wineries such as Inniskillin and Jackson-Triggs, became one of the corporate sponsors of the 2010 Olympic Games in Vancouver. They released their first commemorative Olympic wine about 18 months ago, and the shit immediately hit the fan.Instead of releasing a wine that was made with British Columbia grapes, they instead slapped the label on one of their "Cellared in Canada" wines. Cellared in Canada is a series of wines made by several Canadian wineries that allows them to import wines in bulk from countries such as Chile. The percentage can be anything from 70% in Ontario to 100% in BC. The only requirement is that the wines are indeed 'cellared in Canada', but contain little or no local wine. Long story short. When these commemorative wines were released, the wine press and regular media went into a frenzy, attacking Vincor for not releasing a VQA BC wine (VQA is Canada's appellation system that guarantees the wines come from the region stated) as their 'Olympic' wine instead.


















