On June 13, 2026, Vancouver begins hosting FIFA World Cup matches. Over the six weeks that follow, the city will welcome more international visitors than any event in a generation.

They’ll fill hotels, restaurants, tasting rooms, and bars. They’ll explore the city, ask locals for recommendations, and look for authentic experiences they can’t find back home.

And sooner or later, many of them will ask the same question:

“What’s actually local?”

For British Columbia’s hospitality industry, that question represents both a tremendous opportunity and an important challenge.

Visitors Want a Taste of Where They Are

Travellers don’t cross oceans to experience the same products available in their hometowns. Whether they’re arriving from Argentina, Brazil, Germany, Japan, or Australia, visitors are looking for something unique to the place they’re visiting.

They want the local gin.

They want the local vodka.

They want the local spirits, beers, wines, and cocktails that tell the story of the region.

Most importantly, they want authenticity. They want to know that what they’re drinking was genuinely created where they’re standing.

A bartender who can confidently say, “This gin is distilled right here in British Columbia,” creates a far more memorable experience than one simply pouring another globally distributed brand.

What Does “Canadian” Really Mean?

As interest in local products continues to grow, the definition of “Canadian” matters more than ever.

For consumers and visitors alike, the term should mean more than a maple leaf on a label or a heritage-inspired marketing campaign.

A truly local spirit should answer three simple questions:

• Was the liquid actually distilled here?
• Do the profits stay in Canada and support Canadian jobs?
• Can staff explain that story to a customer in a single sentence?

If the answer is yes, then you’re offering visitors a genuine local experience.

If the answer is unclear, it’s worth asking why.

A Hospitality Test for Vancouver

World Cup visitors won’t just remember the matches. They’ll remember the food, drinks, service, and stories that made their trip special.

The bars and restaurants that showcase authentic BC-made products have an opportunity to create experiences that visitors will talk about long after they return home.

In an era where social media shares experiences instantly, authenticity matters. Guests who discover a great local spirit will recommend it to friends, post about it online, and carry that memory back to their home country.

The opposite is also true.

Visitors are increasingly informed consumers. Many actively seek out local products and ask questions about where things come from. Hospitality businesses that can confidently answer those questions will stand out.

Three Questions Every Bar Should Ask Before June

With FIFA 2026 approaching, now is the perfect time for operators to review their shelves.

For every bottle on the back bar, ask:

1. Where is the liquid distilled?

Not where it’s bottled. Not where it’s marketed. Where is it actually made?

2. Where do the profits go?

Are you supporting local producers and local jobs, or primarily sending revenue elsewhere?

3. Can your team tell the story?

A visitor may only give your server thirty seconds. Can they explain what makes the product local and why it’s worth trying?

If the answer is yes, you’ve got a product that belongs in a local showcase.

For Consumers: One Simple Question

If you’re visiting Vancouver during FIFA 2026—or even if you’re a local—there’s one question that can make a difference:

“Is this actually made in BC?”

It’s a four-second question that encourages transparency, supports local producers, and helps businesses recognize the value of stocking genuinely local products.

The Opportunity Ahead

The FIFA World Cup is about bringing the world together through a shared experience.

For Vancouver’s hospitality industry, it’s also an opportunity to showcase the incredible products being made right here in British Columbia.

The visitors arriving next summer are looking for something authentic. They’re looking for a story. They’re looking for a taste of the place they’ve travelled so far to experience.

Let’s make sure they find it.

At Deep Blue Distilleries, we believe local should mean genuinely local—crafted in British Columbia, by British Columbians, and shared proudly with visitors from around the world.