Penticton, BC: for Immediate release August 19, 2024:

The Fortify Conference organizers regret to announce the cancellation of this year’s Fortify

Conference & Tradeshow, originally scheduled for November 13, 2024, at the Penticton Lakeside.

This decision was made after careful consideration due to the insufficient sponsorship and funding

commitments required to deliver the quality event we’ve provided to the beverage alcohol sector

for over six years.

The Fortify Conference, first held in 2018 by the Business Alliance for Artisan Fermenters and

Distillers, addressed the need for many small businesses to strengthen the effectiveness of their

wineries, cideries, breweries, and distilleries. Fortify gave businesses from these sectors unique

strategies and resources to grow, develop, and adapt to a quickly changing environment.

In the six years since its inception, the conference has hosted over 150 speakers and delivered

informative seminars, panel discussions, and innovative lightning talks about topics ranging from

marketing and sales to human resources to finance and regulations. It was also integral to

networking, allowing over 1000 delegates to connect with other decision-makers in the industry at

the Conference and with popular pre- and post-conference events.

“Carolyn and I are pleased that we have provided the space to focus on sharpening how they run

their businesses, from a sales and financial perspective and how to build healthy work

environments and cultures. We believe industry conversations have been enhanced due to what

we created with Fortify. We are forever grateful for all the assistance and support we have received

over the years. We are deeply disappointed that the sponsorship for the event to continue isn’t

there, particularly as these sectors face continuing challenges,” says Sandra Oldfield, co-founder

of the Alliance and Fortify.

The Business Alliance for Artisan Fermenters and Distillers team extends its gratitude to all past

sponsors, attendees, exhibitors, and volunteers who supported us over the years. With your

support, we truly accomplished our mission of bringing people in the alcohol beverage sector

together and providing much-needed support for their businesses.

The team is committed to exploring opportunities for the conference in the upcoming years. We will

post updates on future events and initiatives on our website and social media channels.

For additional information, please contact Conference Coordinators:

Sandra Oldfield

s.oldfield@elysianprojects.com

Carolyn MacLaren

dcmaclaren@shaw.ca