Painted Rock Estate Winery

What Painted Rock Estate Winery does

Painted Rock Estate Winery is a family-owned estate winery in Penticton, British Columbia, that produces and sells ultra-premium wines from a single 27-acre vineyard on the Skaha Bench sub-geographical indication of the Okanagan Valley. The Skinner family acquired the 56-acre property in 2004 — formerly the largest apricot orchard in the British Commonwealth — and released its first vintage in 2009. The portfolio comprises single-varietal wines (Merlot, Cabernet Franc, Cabernet Sauvignon, Syrah, Malbec, Chardonnay, Rosé) and the flagship Red Icon Bordeaux blend, all produced from 100% estate-grown fruit with hand-harvesting, individual berry sorting, and unfiltered red wines.

Revenue is generated through six distinct streams: direct-to-consumer e-commerce shipping nationwide via temperature-controlled ATS Healthcare logistics; a two-tier wine club (Iconic Club at ~$375 per six bottles and Skaha Six Club at ~$300 per six bottles, the latter currently at capacity with a waitlist); a tasting room at $20 per person; wedding and private-event venue hosting (named Canada's Best Intimate Wedding Venue by Weddingbells in 2019); exclusive wine-paired dinners at $229 per person; and wholesale distribution through private retailers across British Columbia via the Liquify platform. Operations span the Penticton estate (winery, vineyard, hospitality) and a Vancouver sales and marketing office covering the Lower Mainland, Whistler, and Vancouver Island, with limited international presence (UK listing).

The company serves wine enthusiasts and collectors as the primary segment, with secondary segments including Okanagan Valley tourists, wedding clients, and trade buyers. The business is privately held by the Skinner family with no external investors, and second-generation leadership (Lauren Skinner Buksevics) now serves as Managing Director overseeing day-to-day operations while founders John and Trish Skinner retain ownership and oversight roles.

Name

Painted Rock Estate Winery

Legal name

Painted Rock Estate Winery

Website

https://paintedrock.ca

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Painted Rock Estate Winery is a family-owned estate winery in Penticton, BC, producing ultra-premium, terroir-driven wines from a single 27-acre vineyard on Skaha Bench, selling via DTC, wine club, tasting room, weddings, and BC wholesale distribution.

Ownership category

akta.pro rank

Product category

Premium Estate Wines

NAICS

Wineries (312130), Grape Vineyards (111332)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Estate winery
• Premium red wine
• Bordeaux blend
• Wine club membership
• Vineyard tasting

Headquarters

HQ city

Penticton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Direct Wine Sales: Wines sold directly to consumers through the winery's e-commerce website, with shipping across Canada via temperature-controlled ATS Healthcare delivery. Orders of 12+ bottles receive complimentary shipping.
2. Wine Club Membership: Annual wine club shipments with two tiers: Iconic Club (~$375 standard, 6 bottles including Red Icon, Syrah, Merlot) and Skaha Six Club (~$300 standard, 6 bottles including Chardonnay, Syrah, Merlot). No membership fee, charged once annually.
3. Tasting Room Experiences: Scenic tastings at $20 per person including five wines, with locally sourced cheese and charcuterie plates available. Reservations appreciated but not required.
4. Wedding and Event Venue Rental: Hosting private celebrations including intimate gatherings in the tasting room, stand-up receptions under the stars, and fully catered sit-down dinners for up to 100 people. Previously named 'Best Intimate Wedding Venue' by Weddingbells.
5. Special Events and Dinners: Exclusive wine club dinners and alfresco events featuring four-course menus paired with Painted Rock wines, with tickets at $229 per person ($206 for wine club members).
6. Wholesale Distribution: BC wholesale inquiries handled through Sarah Savill via Liquify platform, with wines available at private retailers across BC and beyond.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Painted Rock Estate Winery produces ultra-premium, terroir-driven wines from its single 56-acre estate vineyard on Skaha Bench in Penticton, British Columbia. The portfolio includes single-varietal wines (Merlot, Cabernet Franc, Cabernet Sauvignon, Syrah, Malbec, Chardonnay, Rosé) and the flagship Red Icon Bordeaux-style blend, with all fruit 100% estate-grown. Beyond wine production, the winery operates a direct-to-consumer e-commerce shop, an annual Wine Club membership program, an on-site tasting room, a wedding and private event venue, and wholesale distribution through BC private retailers.

Product overview

Painted Rock Estate Winery is a family-owned estate winery producing ultra-premium, terroir-driven wines exclusively from their single 27-acre vineyard on Skaha Bench in Penticton, BC. The portfolio includes single-varietal wines (Merlot, Cabernet Franc, Cabernet Sauvignon, Syrah, Malbec, Chardonnay, Rosé) and the flagship Red Icon Bordeaux-style blend. Additional offerings include a Wine Club membership program with annual shipments, a Tasting Room hospitality experience, and wedding venue services. The winery sells directly to consumers online and through the wine club, and distributes through private retailers across BC and beyond.

Differentiator

Problem solved

Functional benefit

Products and services

• Red Icon (Bordeaux Blend) The flagship ultra-premium Bordeaux-style red blend combining Merlot and Cabernet Franc with small additions of Cabernet Sauvignon, Malbec, and Petit Verdot, crafted from 100% estate-grown fruit. Named Decanter's Canadian Wine of the Year in 2020 and awarded 96 points by John Schreiner for the 2021 vintage. Targeted at wine collectors and enthusiasts seeking a benchmark Canadian red.
• Merlot Single-varietal Merlot produced from estate-grown grapes on Skaha Bench; the 2022 vintage was awarded 94 points by James Suckling. Targeted at red wine enthusiasts seeking a benchmark Canadian Merlot.
• Cabernet Franc

Quantifiable outcome

• Decanter Wine of the Year recognition
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

One partnership is on record.

• Backyard Farm (Chef Chris Van Hooydonk)coreStrategic or Co-development PartnerExclusive partnership with Chef Chris Van Hooydonk of Backyard Farm for exclusive wine club dinners at the estate. Chef creates four-course menus inspired by the season, paired with Painted Rock wines including current releases and select vintages from John Skinner's private cellar.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Jackson-Triggs Winery: Major Canadian wine producer (Niagara and Okanagan) with broad retail presence, including premium tier Grand Reserve wines. Comparable broad Canadian incumbent, but vastly larger scale and broader product mix than Painted Rock.
• Inniskillin Wines: One of Canada's most recognized wineries (Niagara and Okanagan), with broad retail distribution and iconic Icewine. Comparable as a major Canadian premium producer, though far larger and more broadly distributed than Painted Rock.

Direct peers

• Tantalus Vineyards: Kelowna-based single-estate winery focusing on Riesling and Pinot Noir with a tasting room and wine club. Directly comparable as a small premium estate producer on a recognized sub-region (East Kelowna Slopes).
• CheckMate Artisanal Winery: Oliver-based boutique winery specializing in Chardonnay and Merlot from a single estate on the Black Sage Bench. Comparable premium single-estate producer with a wine club and limited-production positioning.
• Burrowing Owl Estate Winery: Oliver-based Okanagan estate winery producing premium Bordeaux-style reds with a tasting room, restaurant (The Terrace), and wine club. Directly comparable premium single-estate producer competing for similar DTC and tourism customers.
• CedarCreek Estate Winery: Lake Country Okanagan estate winery with a focus on single-vineyard wines, on-site restaurant (Home Block), and wine club. Comparable premium estate producer with similar DTC and hospitality mix.
• Mission Hill Family Estate: One of the most recognized Okanagan Valley estate wineries, producing premium Bordeaux-style blends and Chardonnays from estate vineyards. Directly comparable as a high-end family/legacy Okanagan producer with concert hall architecture and wine club model.
• Quails' Gate Estate Winery: West Kelowna family-owned estate winery with vineyard, tasting room, multiple restaurants, and wine club. Closely comparable as a premium Okanagan estate with diversified hospitality revenue and DTC focus.

Regional players

• Stratus Vineyards: Niagara-on-the-Lake single-estate premium winery with LEED-certified facility and Bordeaux-style blends. Comparable as a premium Canadian estate producer with sustainability focus, but operates in Ontario rather than BC.

Emerging players

• Martin's Lane Winery: Premium Kelowna winery focused on Riesling and Pinot Noir with hillside single-vineyard sourcing. Comparable as a high-scoring Okanagan producer targeting collectors and fine-dining channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/paintedrockwine
• Instagraminstagram.com/paintedrockwine
• Xx.com/paintedrockwine
• LinkedInlinkedin.com/company/painted-rock-winery

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Painted Rock Estate Winery