The province unveiled new signage Monday at all 198 of its liquor stores aimed at clearing up the confusion over true B.C. wines versus those are just packaged in B.C.
The action was taken following a series of CTV News reports on the issue.
But some experts say they don't go far enough.
Many wines shelved in the B.C. sections of wine stores are made with grapes from places like Bulgaria, Australia and California.
The province is now requiring stores to post signs that distinguish those wines from true 100 percent B.C. wines.
For instance, wines bottled in B.C. but that contain foreign content will now be sold under signage that states: "Bottled in British Columbia From International and Domestic Wine"
Similarly, wine casks with foreign content will be sold under signage that says: "Wine Casks Packaged in B.C. From International and Domestic Wine."
And true B.C. wines will be sold under signage that reads: "BC VQA 100% British Columbia Wine."
But one wine expert said consumers could still end up being confused.
At Kelowna's signature B.C. Liquor store Monday, wine casks with foreign content were sold on shelves that were properly labeled with the new signage.
However, a bright neon sign hanging above the shelves said: "Discover B.C. Wine."
"So they're again confused," said wine consultant Jim Martin. "I would have liked to see them move the stock altogether away from the [100 percent B.C.] wines."
There's another concern.
The new signs that say a wine has been bottled or packaged in B.C. "from international and domestic wine" could leave consumers with the impression that those wines contain at least some domestic content.
But for the most part, it's entirely foreign, said David Bond of the B.C. Wine Growers Association.
"There are one or two brands that have some domestic wine in it, but I think it's the equivalent of taking a tea cup and dumping it in the Pacific Ocean," he said.
Private wine stores are not bound by the new signage regulations.
However, CTV News has learned that at least one private retailer got so many complaints about wines that were being sold under "Cellared in Canada" signs that they took the signs away.
Turns out most "Cellared in Canada" wines are made with foreign grapes and finished in those countries before being shipped to Canada in bulk.
All three of Canada's largest corporate wineries, meanwhile, which import and repackage foreign wines in this province, have said that they plan to clarify the labels on their bottles in a further effort to avoid confusion.
Walter Huber of Hainle Vineyards in Peachland, said he's seen growing awareness among consumers.
"I see it at my winery. They're turning around the labels. We are 100 percent Canadian, but they're turning around the labels and seeing what's on there," he said.
With a report from CTV British Columbia's Kent Molgat
