The three-day gathering is expected to attract several hundred delegates to what is described as a major wine and food social media event.
Participants will be blogging and tweeting about dozens of seminars, wine tastings and winery tours.
It's the sixth year for the conference and the first time it has been held outside the United States.
Local wineries are sparkling about the opportunity, saying prior conferences have resulted in significant increases in wine tourism for the host region.
Organizers also estimate it will spill about $2 million into the pockets of Okanagan-area businesses. (CKOR)