Okanagan Crush Pad Marks Changes to its Business Model
with A New Name, Look and Visitor Experience
Favourite Summerland winery renamed to Haywire
It’s been an exciting start to 2023 at Okanagan Crush Pad: after 11 years running Canada’s first purpose-built custom crush winemaking business successfully, the team is saying goodbye to its original business model by renaming to Haywire Winery.
When Okanagan Crush Pad opened its doors, the winery was constructed with a capacity much larger than what was needed for Haywire, with the intention of sharing the space until its own production grew. The available space was used to incubate other BC winery startups.
The custom crush service offering has run its course for the team as sales of their own wines have grown and now house brands have taken over the production space that was previously used for clients. Over the past five years the team has been actively reducing custom crush as they move towards capacity.
Along its 14-year-history of vintages, Haywire has grown from a tiny virtual wine to become the anchor brand in the Okanagan Crush Pad portfolio of wines, with recognition across Canada and in Europe.
Now, with this change in winery name, Haywire takes the well-earned lead role as headliner.
The winery closed in 2022 and has been under renovation. The winery is set to re-open this coming spring, with a new 1,500-square-foot modern tasting lounge, a bold new label for Haywire and a return to its roots with the wine that started the journey in 2009.
“The rebrand is a statement to our commitment to continue to take bold new steps forward as a winery team, and to continue to define a style of wine for the central Okanagan region – bright, lively, fresh, and uncomplicated,” says Haywire Winery co-owner Christine Coletta.
“Be sure to look for our new Haywire labels, which will be released starting in BC and in the UK later this month. The new packaging pulls from the mural artwork on the winery by Vancouver artist Scott Sueme. It’s a stunning mural that runs 100 feet long and 20 feet high.”
The New Haywire Winery Tasting Lounge and Experience
Again, Scott Sueme’s work inspires the look, with the interior of the tasting lounge designed to celebrate his artwork, and even a few of his original pieces on display. “The word “lounge” is also particularly important,” explains Coletta. “Guests will sit back and relax as we take care of them tableside.”
The new Summerland winery lounge is adjacent to the crush pad and wine cellar, giving visitors ringside seats to the winemaking action, while allowing the Haywire team to serve visitors in comfort year-round.
Winemaking and Farming Hold Steady
Winemaker Matt Dumayne remains dedicated to his role at Haywire Winery, as passionate as ever about producing wines in the classic cool climate of the central Okanagan Valley. The focus is on a bright, lively, fresh profile. In addition to Haywire, the Narrative, Free Form and Bizou + Yukon wines will continue to be made.
The team also maintains its commitment to organic farming and sustainable winery practices, with an added passion for creating wines in concrete vessels.
More Announcements on The Horizon
In addition to the news on Haywire, Coletta reveals that the team has built a VIP tasting room on their Garnet Valley Ranch property. “This small and thoughtful tasting room has a gentle footprint on the landscape of this 320-acre organic property. What’s more, we are making wines for a brand with the Garnet Valley Vineyard name that will be released in the fall of 2023, and hope to obtain a Garnet Valley winery license by then too. In the meantime, we will be taking Haywire club members and VIPs exclusively to the site for a preview.”
For those who can’t wait until fall, two Garnet Valley Ranch wines will be showcased at Provence Marinaside during Dine Out Vancouver 2023. Head to the restaurant during Dine Out to get a preview of the new Garnet Valley Ranch Chardonnay and Pinot Noir.
Haywire, BC’s Beloved Wine
Haywire started as a virtual wine brand in 2009 with the first crop harvested at Switchback Organic Vineyard. The “haywire” plan for Christine Coletta and Steve Lornie to make wine won out over practicality, momentum kicked in, and there has been no looking back.
Today, Haywire is a recognized brand across Canada and in Europe, offering a portfolio of wines that celebrate the central Okanagan’s exceptional cool climate terroir, and embrace a “less is more” style.
State-of-the-art concrete wine vessels, natural yeast, and a gentle hand result in bright, lively, textured wine, which has become the hallmark of chief winemaker, Matt Dumayne.
With a bold new label and an inviting year-round tasting lounge, visitors to Summerland can relax as they enjoy personalized service, scenic lake and vineyard views and savour their favourite Haywire wines.
Media release and images provided by Leeann Froese, Town Hall Brands.
