Niche Wine Co. founders James and Joanna Schlosser operate with the ethos that wine is grown, not made. The couple’s approach to winemaking is rooted in a deep connection with the land, thanks to the Schlosser family’s multi-generation farming background and Joanna’s Indigenous ancestry.
“In a world of quick flips, our way of thinking is much different,” says Joanna, who is a member of the Squamish Nation. “Indigenous culture—and seventh generation thinking specifically—has impacted how we run our business and live on the farm; it makes us better farmers and community members.”
The winery is nestled high in the scenic hills of West Kelowna, just a short drive from downtown Kelowna. James’ parents purchased the property, where James grew up, in 1980 and started planting grapes in the mid ‘90s. Around the same time, James was figuring out his career path, which ultimately led him to Brock University, where Canada’s first Oenology and Viticulture program had been launched. James completed an undergraduate and master’s degree at Brock, and met Joanna while living in Ontario.
“I was working as a flight attendant based out of Toronto, living a very urban lifestyle,” says Joanna. “I had grown up in North Vancouver, so I was not connected to agriculture or seasonality—I feel like wine saved me in a way, because it brought me back to that.”
It was in 2009 that the couple decided to start the winery. Initially, it was a small, grass-roots operation, producing around 50-75 cases of rosé. Living in Vancouver at the time, the pair commuted back and forth frequently, and started selling their wine to small shops in the Lower Mainland. Over time, production grew to 800-900 cases, prompting the need for a larger facility where they could host visitors and enhance their operations.
In the first decade, Joanna says the couple was focused on “growing the best grapes and making the best wines,” while navigating the complexities of farming, grape management, and the highly regulated wine industry. By the fifth year, the pair started applying for wine competitions and connecting with wine writers.
The subsequent award wins and recognition validated their efforts, fueled their passion, and inspired further growth. Their success was made possible thanks in part to the Central Okanagan’s supportive entrepreneurial environment.
Over the years, resources from organizations like Accelerate Okanagan, Prospera Credit Union, and InnovateBC provided valuable support to the winery, helping James and Joanna implement innovative farming practices and grow their business.
“From year nine to fifteen, we had a pretty aggressive growth strategy and used many of Accelerate Okanagan’s programs,” she adds. “Having access to resources like that, and those available through organizations like InnovateBC, changed the trajectory of our business.”
During his time in the grape growing and wine industry, James has also worked with UBC Okanagan and at the Summerland research centres. The advances happening at Okanagan College (OC) are exciting, too, says Joanna.
The winery’s tasting room is one of its distinctive features, as it is integrated with the production area, offering visitors an authentic, behind-the-scenes experience. This approach creates a much more genuine connection to the wine-making process for their guests.
“We want wine to be fun, as it tends to have this mystique that it’s so serious,” notes Joanna. “We try to make the farm feel warm and welcoming for families, fostering a connection to agriculture, even for those people who aren’t wine lovers.”
Regardless of its growth, community has always been at the heart of the winery, particularly through the pandemic and during the devastating wildfires in 2023, which damaged part of the farm and vineyard.
“We have never felt a stronger connection to the community than in the last couple of years,” notes Joanna. “Fires make you pause. We felt the support deeply from the wine community, but also from West Kelowna and the Central Okanagan.”
In recent years, the Schlossers have diversified their offerings to further incorporate sustainable strategies and principles.
“We’ve been running a growler program for three years as a strategy to tackle sustainable living,” explains Joanna. “It’s a practice used in a lot of other wine regions like France, where you can bring wine bottles in and fill them. The program is a great example of looking globally at solutions and figuring out how to work with legislation and rules here to make it happen.”
This summer, Niche opened its Hilltop Patio & Bar, part of the winery’s plan to add depth and breadth for folks interested in more than just wine. Earlier this year, the winery became a member of Tourism Kelowna, providing additional exposure to leisure and business travellers seeking viticulture and agri-tourism experiences. As of the first week of November, travellers can stay onsite at Outside Inn Cabins, three sustainably-built accommodations surrounded by vineyard and valley views, creating a unique immersive experience.
Through Joanna and James’ vision, laser focus, and hard work, Niche Wine Co. is undoubtedly more than just a winery; it’s a testament to the Schlossers’ enduring values of family, community, and environmental stewardship.
“This place is special specifically because of the altitude,” explains Joanna. “It’s completely south-facing and has a breeze that comes up and down the valley, which helps with pest management. It’s perfectly located with easy access to town but still very much in the wilderness.”
“I can’t think of a better place to start and run a business,” says Joanna. “It feels like there is a perfect balance here to create an ecosystem for small businesses like ours to thrive.”
