Anna Johnson pours a glass of Jost wine at the Malagash winery. The Nova Scotia Liquor Commission will lower its price markup on Nova Scotia wines by 70 per cent to encourage industry growth. Sherry Martell - Amherst Daily News
MALAGASH - The province's largest winemaker believes wine has the potential to make Nova Scotia a more interesting and pleasant place to live.
Not only by encouraging more people to drink it but by increasing production making Nova Scotia a recognized leader in world markets.
"It goes well beyond the wine industry," said
Hans Christian Jost, owner of Jost Vineyards in Malagash.
He feels the province's growing wine industry has the potential to become an ambassador to the Atlantic Provinces by attracting people to the region and increasing jobs.
He said when a reduced markup on Nova Scotian wines sold at Nova Scotia Liquor Corp. stores is implemented in January, it will allow vineyards to ramp up wine production creating several spin-off benefits.
"A good food and wine culture is what is sought after by a great number of consumers," said the winemaker.
Ted MacInnis, spokesman for NSLC said the 70 per cent drop in markup is being done to encourage industry growth and consumers will soon see an increase in the number of wineries marketing products at their stores, along with an increased selection of products.
He said consumers may not notice changes immediately but will see an increase in product selection over a period of years.
"It takes time because the volume is just not there," said MacInnis.
Only four of the province's 12 winemakers currently share shelf space at NSLC stores.
"We'll get more competition from growers but what we expect from this is a greater interest in wine," said Jost.
"It basically means a lot more of my products, that you can only get in my winery store in Malagash, will soon be found in liquor stores across the province."
Jost said the Winery Association of Nova Scotia has been campaigning for a reduced markup for more than seven years and is pleased the province is taking an interest in helping to grow the industry.