S p e c i a l F e a t u r e
A New Benchmark
Sommelier in residence pods come to the Okanagan
A number of Okanagan Valley winery
owners are launching interactive wine clubs
to attract wine lovers who want more than
the traditional tasting and a cheese plate.
"Wineries are getting better at direct
consumer sales and one of the ways they
are doing this is by launching wine clubs,"
says Laurie Barnes, marketing and sales
director for Poplar Grove Winery. And a
big reason for this, according to Barnes, is
because consumers are looking for a more
personalized experience.
Barnes says club members have access
to library wines and wines made special
for the wine club, as well as a host of other
benefits. "Other growing trends include
using picnic licenses at wineries and
orchards," she adds.
Perhaps one of the most innovative
ideas to sprout in the Okanagan is the
sommelier in residence pods, which
provide participants with a unique sleeping
experience in a working orchard.
The brainchild behind the pods,
which will be completed this fall, is Scott
Hawthorn, owner of The Picker Shack
Orchard located in the Naramata Bench.
Hawthorn has partnered with the Design
Build Research institute to build three pods
to be used by sommeliers, and others,
interested in learning more about the
terroir of this amazing region.
"There aren't that many funky places to
stay up there so hopefully it fills that void
and inspires sommeliers to come up and
experience life in an orchard for a few days
during crush," says Hawthorn.
The cost to stay in a pod will be a
bottle or two of fine Okanagan wine. "The
intention is to build up a unique cellar over
time that can be used for food and wine
events in the future," says Hawthorn. He
knows of nowhere else in North America
that is providing this type of program. He
also hopes that as the program evolves, the
pods will include an outdoor kitchen and
wine cellars to encourage food and wine
professionals to interact with the wineries.
Much like the artist in residence
programs, the pods will be available on an
application basis. "People will be able to
apply for a residency if they can show that
they will engage the local food and wine
culture," adds Hawthorn.
