Roche Wines

What Roche Wines does

Roche Wines is a privately held, family-owned boutique winery founded in 2011 by Pénélope and Dylan Roche on the Naramata Bench in Penticton, British Columbia. The winery produces artisanal, terroir-driven wines using French winemaking techniques inherited from Pénélope's six-generation family lineage at Château Les Carmes Haut-Brion in Bordeaux, combined with organic viticulture practices. Core product lines include the Tradition Series (Pinot Gris, Pinot Noir, Chardonnay, Rosé), the Vig (Vigneron) Series featuring Canadian artist label collaborations, the Château Series with Bordeaux-inspired assemblage blends, the Amulet Rhône Series produced in collaboration with Dwight Sick, and limited-production nuances wines. Most wines are produced in lots of 300 cases or less, with the Vig Len's Cuvée Pinot Noir retailing at $95/bottle.

The business operates a multi-channel go-to-market model anchored on direct-to-consumer sales through a daily tasting room and online shop at rterroir.ca, supplemented by the Black Book wine club (6-bottle shipments three times per year), three paid tasting experiences ($10-$35), and wholesale distribution through two regional BC partners: The Wine Syndicate and Vagabond Merchants. Revenue streams include one-time wine sales, recurring wine club subscriptions, paid tasting experiences, and event hosting. The winery employs 5 full-time staff and up to 15 seasonally. Following devastating January 2024 frost losses (-27°C), Roche temporarily sourced grapes from Oregon's Dundee Hills AVA to maintain production, with 2025 yields recovering to roughly 90% of a typical year alongside a new 4-acre estate planting of Cabernet Franc, Merlot, Chardonnay, and Pinot Noir.

Name

Roche Wines

Legal name

Roche Wines

Website

https://rterroir.ca

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Roche Wines is a family-owned boutique winery on British Columbia's Naramata Bench producing limited-lot, organically farmed wines using French winemaking traditions, sold direct-to-consumer via a tasting room, wine club, online shop, and regional BC distributors.

Ownership category

akta.pro rank

Product category

Boutique Winery

NAICS

Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Organic Vineyard & Wine Grape Farming (AFAGAKAI)

Keywords

• Boutique winery
• Artisanal winemaking
• Wine club subscription
• Vineyard tasting experiences
• Limited-production wines

Headquarters

HQ city

Penticton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Wines sold directly to consumers through the tasting room and online wine shop. Orders are by credit card only (Visa, MasterCard, American Express). No minimum purchase required.
2. Wine Club Membership (Black Book): Recurring subscription with 6-bottle shipments 3 times per year (March, July, November). Members receive first access to new releases, exclusive wines, member pricing, complimentary tastings, and event invitations.
3. Tasting Experiences: Paid tasting experiences including Savoir-Faire Tasting ($10), Library Tasting ($25), and Tour & Tasting ($35). Wine club members receive complimentary or discounted tastings.
4. Event Hosting: Special events such as Key to the Cellar tastings, b.class fitness events, and private gatherings generate additional revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Roche Wines is a boutique winery that farms its own vineyards organically on the Naramata Bench in the Okanagan Valley and produces small-lot, terroir-driven wines using traditional French winemaking techniques, including French oak barrique aging and Bordeaux-style assemblage blending. The winery sells its wines directly to consumers through a tasting room, online shop, and an exclusive wine club (Black Book), and also distributes through BC trade partners.

Product overview

Roche Wines is a boutique winery on the Naramata Bench in Okanagan Valley, BC, founded in 2011 by French-trained winemakers Pénélope and Dylan Roche. The winery produces artisanal wines through several distinct product lines: the Tradition Series (foundational Pinot Gris, Pinot Noir, Chardonnay, and Rosé), the Vig (Vigneron) Series featuring artist-collaboration labels, the Château Series showcasing Bordeaux-style assemblage wines, the Amulet Rhône Series created with grower Dwight Sick, and the nuances Series of limited-production wines. Beyond wines, Roche offers a Black Book Wine Club subscription with exclusive allocations and VIP access, professional tasting experiences (Savoir-Faire, Library, and Wednesday Vineyard Tours), branded merchandise, and curated recipe content featuring wine pairings. Most wines are produced in small lots of 300 cases or less, with the winery employing organic farming practices and traditional French winemaking techniques.

Differentiator

Problem solved

Functional benefit

Brands

• Vig: A collection of wines collaborating with Canadian artists for label designs. Features single-vineyard wines including Pinot Noir, Schönburger, Gamay, and others.
• Black Book Wine Club
• Rhône Wines

Products and services

• Vig (Vigneron) Series Premium wine series featuring bold labels designed in collaboration with Canadian artists; includes Pinot Noir, Gamay, Rosé Zweigelt, Schönburger, Clone 777 Pinot Noir, Naramata Pinot Noir, Amber, and Cabernet Franc wines, sold to wine enthusiasts seeking unique, single-vineyard expressions.
• Tradition Series Foundational wine series made from estate-grown grapes using Burgundy-inspired techniques; includes Tradition Pinot Gris, Tradition Pinot Noir, Tradition Chardonnay, and Tradition Rosé, sold to wine enthusiasts seeking classic, food-friendly Okanagan wines.
• Château Series Bordeaux-inspired blended wines using assemblage techniques passed down through Pénélope Roche's family tradition from Château Les Carmes Haut-Brion, demonstrating aging potential and complexity for collectors and fine-wine buyers.
• Amulet (Rhône) Series Rhône-inspired wines produced in collaboration with Dwight Sick from Okanagan Valley vineyards; includes Amulet White (Viognier Marsanne blend) and Amulet Red (GSM blend), sold to wine enthusiasts seeking distinctive Rhône-style expressions.
• nuances Series Limited-production wines showcasing nuanced expressions of Okanagan terroir, sold to wine enthusiasts seeking rare, allocation-style bottles.
• Black Book Wine Club Subscription wine club offering quarterly 6-bottle shipments, member-exclusive pricing, complimentary tastings, VIP event invitations, and first access to new releases for loyal wine enthusiasts.
• Savoir-Faire Tasting Experience 30-minute guided tasting of 4-5 wines led by wine professionals, available by reservation at the Penticton tasting room for $10 per person (complimentary for Black Book wine club members).
• Library Tasting Experience Tasting of 6 exceptional wines including older vintages and special cuvées, starting June 1st at $25 per person ($10 for Black Book members), with an optional cheese and charcuterie add-on at $15 per guest.
• Wednesday Tour & Tasting Experience Vineyard tour of Domaine Roche followed by a tasting, available Wednesdays at 11am beginning June 17th for $35 per person (complimentary for Black Book members).
• Christmas Gift Sets Curated multi-bottle wine gift sets sold through the online shop for holiday gifting.
• Roche Merchandise Branded merchandise including apparel and accessories sold through the online shop to wine enthusiasts and brand fans.

Quantifiable outcome

• Yields returned to nearly 90% of a typical year in 2025 after 2024's devastating losses
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Russell Gladhart / Winter's Hill EstatecoreStrategic or Co-development Partner · 1 January 2024Oregon's Dundee Hills AVA grape supplier. Winter's Hill Estate, established by Russell Gladhart's family in 1961, farms 25 acres on volcanic slopes. Source of Pinot Blanc, Pinot Gris, and Pinot Noir grapes for Roche's 2024 spring releases due to Okanagan winter damage. Personal connection: Dylan met Russell in Burgundy in 2003 while studying viticulture.
• Miranda VineyardcoreStrategic or Co-development Partner · 1 January 2024Dundee Hills AVA vineyard supplying Pinot Gris grapes for Roche's 2024 spring release. One of three meticulously tended vineyards in Dundee Hills sourced for Oregon wines.
• Len Kozier / Kozier Organic VineyardcoreStrategic or Co-development Partner · 1 January 2024Organic Kozier vineyard on Naramata Bench, source for many Roche labels. Len Kozier, the grape grower that 'gave us our start', is honored in the Vig Len's Cuvée Pinot Noir. Selection of Pinot Noir clone 828 grapes from this vineyard.
• The Wine SyndicatecoreChannel Partner/ Reseller/ DistributorTrade distributor for Roche Wines covering Lower mainland, Sea to Sky, and Vancouver Island regions of British Columbia. Price list available for trade inquiries.
• Vagabond MerchantscoreChannel Partner/ Reseller/ DistributorTrade distributor for Roche Wines covering Northern BC, Central Okanagan, Kamloops, and the Kootenays regions of British Columbia.
• Dwight Sick (Dwight Sick and Roche Wines)minorStrategic or Co-development PartnerCollaboration producing Rhône-inspired wines (Rhône collection/Amulet wines). Grown in best vineyard sites in Okanagan Valley. Dwight Sick is winemaker with 16 vintages experience. Limited production with honest, pure, terroir-driven wines.
• Bistro Lapin PerduminorGTM or Marketing PartnerRestaurant at Naramata Inn, opened May 2025. Share mutual love of food and wine. Shared Lyonnaise Salade recipe pairing with Tradition Pinot Gris 2023.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mission Hill Family Estate: Larger, established Okanagan Valley winery with broad distribution across Canada and international markets. Overlaps with Roche on BC terroir and Bordeaux-inspired blends, but operates at materially greater scale with broader portfolio and retail presence.
• Inniskillin: Major Canadian winery (notably Niagara) with national and international distribution and a broad portfolio including icewine. Comparable as a premium Canadian boutique-origin brand but with vastly greater scale and geographic reach than Roche.

Direct peers

• Meyer Family Vineyards: Family-owned Naramata Bench winery making small-lot Chardonnay and Pinot Noir with an estate tasting room and wine club. Mirrors Roche's family-operated, terroir-driven, premium positioning.
• Tantalus Vineyards: Naramata Bench winery producing small-lot Riesling, Pinot Noir and Chardonnay from estate vineyards, with a tasting room and wine club. Same appellation, similar boutique positioning and DTC-first model as Roche.
• Burrowing Owl Estate Winery: Okanagan Falls estate winery combining vineyards, tasting room and a destination restaurant. Comparable premium positioning and multi-revenue-stream model, but at larger production scale.
• CedarCreek Estate Winery: Kelowna-based estate winery on the Okanagan with a tasting room, restaurant and small-lot premium wines. Similar DTC and on-premise experience model, though at a slightly larger scale.
• Quails' Gate Estate Winery: West Kelowna family estate winery with vineyard, tasting room and restaurant. Comparable DTC, hospitality-led model and BC regional premium positioning, with broader product breadth than Roche.
• Black Hills Estate Winery: Okanagan Valley boutique estate winery known for premium red Bordeaux-style blends and single-vineyard releases. Comparable in premium positioning, small-lot production and DTC-plus-trade distribution model.
• Painted Rock Estate Winery: Boutique, family-run estate winery on the Naramata Bench producing limited-lot, terroir-driven red and white wines. Directly comparable to Roche in scale, geography, DTC-led model and premium pricing.
• Poplar Grove Winery: Naramata Bench boutique winery focused on small-lot, premium Bordeaux- and Rhône-style wines with a strong DTC and wine-club model. Highly comparable geography, production scale and pricing tier to Roche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RocheWines
• YouTubeyoutube.com/channel/UCyOaMBKEwgj3JVJyWmO2UJQ
• Facebookfacebook.com/rochewines
• Instagraminstagram.com/rochewines
• LinkedInlinkedin.com/company/roche-wines

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Roche Wines