Introduction Although not a large producer of wine when viewed in the context of global output, Canada has a viable and growing wine industry and consumption is increasing significantly (The Canadian Wine Industry 2012.; BCWI 2012). Though the export of Canadian wine is minuscule when compared with major producing countries, it is, according to the Canadian Vintners Association, increasing significantly from 20.3 million litres in 2008 to 41.2 million litres in 2012. While the growing of grapes and the production of wine is dispersed throughout much of Canada’s southern region bordering with the United States, the two predominant regions for wine production are Southern Ontario, mostly concentrated along the Niagara Peninsula, and British Columbia, mostly concentrated within 10,000 acres in the Okanagan Valley. These two regions produce most of the wine in Canada, with the Niagara region accounting for approximately 80 per cent of national production (The Canadian Wine Industry 2012). Of the production coming out of British Columbia, fully 96.35 per cent of grapes grown in the province come from the Okanagan Valley (Hira and Bwenge 2011a: 6). This chapter will examine the wine industry in Canada’s second major region, the Okanagan Valley, with particular emphasis on the challenges and opportunities the region faces in the context of terroir, tourism and identity.