The 1% rule: a bad idea that still causes damage

Michael Pinkus laments the incredibly boneheaded decision back in 2005 that continues to taint the Ontario wine industry:

I still get e-mails about the one-percent rule, which continues to be one of the biggest sticking points for the Canadian wine buying public. I'm not sure how many times I'll have to go through this but here goes again: the 99-1 rule was a one shot deal for the 2005 vintage and affected only "Cellared in Canada" wine. The issue of confusion really hit home when a fellow wine writer asked me if it was still practiced . . . for God’s sake, if my esteemed colleague, who should be informed on this matter, is confused how do we expect the wine buying public to get it straight? This crazy policy was never clearly explained, it was announced and then died as a news topic — sure it was a farcical policy, but then nobody did any follow up for the public. I say again: it was never fully explained that the 99-1 rule only applied to "Cellared in Canada" wines (those that have always used a blend of foreign and domestic grapes) for that single vintage (2005) and this ruling had no effect on VQA wines — which are always 100% Ontario product, period the end. The easiest way to solve this problem would be to get rid of the Cellared wines altogether; however, as it was explained to me during a breakfast meeting with one of our larger wineries (when I got into big trouble during the Olympic wine scandal — see newsletter #82) — this will never happen: too much money is involved and deep pockets create the law — but then again am I telling you something you don't already know?

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Yes the LCBO, whose middle name is "control"; and where VQA means nothing. I say this because they can't seem to organize their shelves between "Cellared in" and genuine "VQA" wines. The last time I brought this up, it prompted one of my readers to ask: "when did the "O" in LCBO change from "Ontario" to "only"?" I've been into many stores within the liquor monopoly where the VQA wines (those made from 100% Ontario grapes) are intermingling and fraternizing with the Cellared garbage. Sure we outlawed segregation, but here's an instance where that policy might actually be effective. I say separate these wines out entirely . . . real Ontario wines on one side of the store, cellared stuff goes all the way to the back corner . . . make it a walk of shame to be buying this stuff. Don't make it so accessible at the front of the store, with large displays and bright signage: there’s no pride in this wine, it's all about making cheap plonk. If you will allow me to come right out and say it: these are the bastard children of the Ontario wine industry, and they should be cast out of the system, not be allowed to carry the word Canada anywhere on the label — and there should be truth on the label stating the grapes' country of origin and percentage. Our grape growers struggle while our big wineries flourish by putting money into foreign countries, money that would best be spent here at home making quality VQA products.