Vintner takes proactive approach to securing customers, investors ahead of first harvest
“I wonder if I should grow Pinot Gris grapes”, questions Paul Minaker, owner of 33 Vines as he sips on a glass of Italian white wine made with this grape variety. Deciding which grapes to plant is undoubtedly one of the most crucial decisions in the start up phase of a winery. The grapevines at 33 Vines were planted two years ago and this fall will mark their first harvest. Growing Pinot Gris grapes could be a wise business decision as the market research company ACNielsen, recently reported that the sales of Pinot Grigio wines (known as Pinot Gris outside of Italy) increased by 18.6 percent in 2005.
33 Vines is located on the historic Loyalist Parkway (Highway #33) enroute to Ontario’s newest wine region, Prince Edward County. Currently, the vineyard comprises of 14 acres ‘under vine’ of Chardonnay, Riesling, Pinot Noir and Cabernet Franc grapes. In May 2007, plans include the opening of a Tasting Room in the red Canadian National Caboose located on the property and the first release of premium wines.
Minaker is no stranger to building from the ground up. This Ottawa based telecommunications network designer has worked on numerous client projects throughout his career where he has designed, developed and managed corporate networks. His interest in wine came haphazardly. While working at Systemhouse Ltd (SHL) in the 1980’s, Minaker spent a year onsite at a client’s call centre in Napa, California. “I had no idea where Napa was”, remembers Minaker. Immersed in the culture and the lifestyle of California’s highly acclaimed wine region, Minaker was a self taught wine enthusiast. ‘Wineries catch your imagination and spirit. I went to California as a beer drinker, and came back wanting to start my own winery. I knew that I could be part of creating a similar culture in Prince Edward County.’
The County, as it is referred to, is receiving plenty of attention by the Canadian wine industry. It has even been coined ‘the modern day gold rush’ with winemakers immigrating from Europe, restaurateurs opening fine dining establishments, premium B&Bs, local amateur winemakers turning professional and investors backing new business ventures. Why?
As a well established agricultural centre with farms and fruit orchards as its cornerstone, Prince Edward County holds promise for growing grapes. It is on the same parallel as Burgundy, France a renowned wine region for Pinot Noir grapes. Considered a cold climate grape growing region, Prince Edward County similar to the Niagara wine region, benefits from the ‘lake effect’ of Lake Ontario moderating the temperature during the hot summers and cold winters. Unlike the Niagara wine region, Prince Edward County has harsh winters. To protect the vines from the winter weather, grape growers find it necessary to practice the intensive labourous process of ‘hilling up’ by burying their vines underground after the harvest and replanting in early spring.
Despite the challenges, 33 Vines is a business venture come true for Minaker. During the week Minaker manages corporate networks and on his weekends you will find him in his vineyard. His eyes light up when he tells you about his property overlooking Lake Ontario. “I am devoted to growing great grapes’, explains Minaker. ‘I selected Dan Sullivan to be my winemakers as he turns great grapes into premium wines.’ This decision will be critical to the success of 33 Vines.
Sullivan is the owner and winemaker at Rosehall Run Vineyards. This past April, Sullivan made an impression in the Prince Edward County by collecting three gold awards for his Pinot Noir, Chardonnay and Gewurztraminer wines at the Artevino County Wine Competition.
33 Vines does not have wines to offer to wine enthusiasts or visitors to the wine region yet. But, they have the opportunity to become part of the winery with their ‘Founder’s Circle’ membership program ($150 membership fee). Members are entitled to first access to the 33 Vines premium wines, invitations to VIP events, the winery grand opening and provides acknowledgement of each member with their name displayed on the 33 Vines Founder’s Circle wall at the winery. The next VIP event will be held on Saturday June 10th with a BBQ in the vineyard, followed by a private concert called ‘Vines to Wines’ with the Jim Cuddy Band.
“This is a great way to get members together to visit and see how the winery is evolving. They can roll up their sleeves and take part in the planting of more grapevines, or enjoy the picturesque scenery of the vineyard with a glass of wine in hand. The private concert allows us to dance the night away and celebrate our hard work’, Minaker shares with delight. “This event was such a success two years ago, I have organized it again to bring the initial and new members together to share with them the excitement that is building around the winery.’
This unique approach of building a community while the grapes grow attracts people from all corners of the world. For the June 10th celebration, members from England, Texas, Washington along with people from Ottawa, Kingston and Toronto will be at the vineyard.
33 Vines is more than Minaker’s dream coming true, it is a business with people wanting to be part of a winery.
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