demand. “We don’t make wine and then look for customers.”


All the winery owners agreed that creating a positive experience for visitors to their tasting room is essential.


They all also spoke about the need to use consultants and to speak with knowledgeable experienced people. However, there comes a time when, as Mike Stohler said, “You just gotta do it.”


SUSAN MCIVER


Len Filek is general manager of Sleeping Giant Fruit Winery and Summerland Sweets.


“Our biggest challenge is getting people interested in fruit wines.” Close to 40,000 visitors walked through Summerland Sweets’ door this year, and this exposed a large number of people to fruit wines. To accommodate the growing wine clientele a 1,400 square-foot addition, part wine shop, part storage, is planned for this year.


Have a handle on costs, make a good product and hire the right people is Filek’s advice to industry newcomers.


Also be prepared for the inevitable trials and tribulations.


The first time Filek tried filtering cherry wine he ended up covered from head to foot in the sticky red stuff. “What have we done?” he recalled thinking.


During a particularly discouraging period, he called industry pioneer Harry McWatters for advice. “During that conversation I went from frustration to knowing how to move forward with the product. I should have called Harry sooner.” Len said. (‘Know your customers and tailor your wines to what they like, Len,’ was the advice.)


Graydon noted that he and his wife make wines based on customer


British Columbia FRUIT GROWER • Winter 2013-14 23


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