Cover Story OOWA from SOWA
Two dozen wineries formnew association to provide a better ‘sense of place’ in the Oliver- Osoyoos area. By Judie Steeves
T
im Martiniuk admits quite frankly that, while he grew up in and around the family vineyard— when he was in his teens and earning money in that vineyard to go to university—“I grew to really dislike it.” Today, however, he’s back in the vineyard with his degree in hand, part of a family business that now includes a winery as well, Stoneboat Vineyards in Oliver.
“Both farming and being part of a family business can be frustrating,” he concedes. However, Martiniuk is certain now that his destiny is to work on the land.
“It’s been a great experience. I’m in for the long haul,” he comments. Martiniuk is also president of the Oliver Osoyoos Wineries Association (OOWA), which evolved during the past year from the South Okanagan Winery Association, narrowing its focus to promotion of wineries from McIntyre Bluff south.
“At that point in the valley, both the weather and the landscape change, so it made sense to define the new region beginning there,” comments Martiniuk. There are now 24 members of the association, and more new wineries are still opening in the area.
In fact, many people don’t realize how big the area is in terms of its vineyards and wineries, he notes. While it wasn’t the first regional winery association to be formed in the valley, it is the largest, Martiniuk says, but he’s quick to add that the different regional groups can learn from each other.
“We’re trying to link the promotion of wineries with a sense of place or terroir. Our wines were grown here— this is our land.
“The winery visiting experience at
this end of the valley is more laid back; more rural than in some other parts of the valley,” he explains. “There’s a more small-town feel, with a less frenzied pace and we produce some of the best wines in the world.”
Of course, on the global stage, what’s produced here is very tiny, niche market. But it’s very important to tourism, which is really
important–bringing people to the cellar door, notes Martiniuk.
The new association is reaching out aggressively with events such as a ‘kitchen party’ at Trail Appliances on the Lower Mainland, where it is hoped to have restaurants come out and cook some tastes for people to pair with
JUDIE STEEVES
Tim Martiniuk, of Stoneboat Vineyards, president of the Oliver Osoyoos Winery Association.
wines from OOWA vineyards. It’s the sort of promotional event that was pioneered by the 21-winery Naramata Bench Winery Association, Martiniuk admits, but each regional group can learn from what others are doing.
He also hopes they can adopt distinctive road and highway signage such as the 12-winery Bottleneck Drive Winery Association in Summerland has achieved.
Martiniuk believes the wine industry in the Okanagan and Similkameen is now mature enough that regional associations make sense. “The Okanagan is poorly defined. It’s 200 kilometres long and there are very
British Columbia FRUIT GROWER • Summer 2012 7
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