Winemaking is a capital-intensive process, which makes it difficult for many talented winemakers to build their own dedicated production and retail facility. As a result, dozens of wineries in Niagara are currently ‘virtual wineries’ who have access to premium vineyards and winemaking talent, but rent or borrow production facilities from other wineries due to capital constraints. Many virtual wineries do not have their own tasting room or retail space, posing barriers for wine lovers who want to experience their wines. The Crush is a new kind of wine production concept, backed by a group of established investors who are able to shoulder the up-front costs that many winemakers cannot afford on their own. “I started The Crush so that other winemakers could benefit from the same opportunities I had: a great production facility as well as a way to reach consumers directly through a retail and tasting room experience,” says Graham Rennie, CEO of The Crush. Rennie’s background includes over 35 years in the investment management business and ten years as vigneron and proprietor of Rennie Estate Winery. Rennie Estate Winery operated as a virtual winery through the Malivoire Wine Company facility, and is now one of the founding The Crush wineries. At The Crush, virtual wineries can easily access wine making facilities and retail exposure to allow them to focus on their craft and passion. The expanded, purpose built facility at The Crush will include space for a full suite of production technology, an Appassimento drying room, and the latest in harvesting and grape processing equipment, as well as the latest in oversight technology to monitor each step of the process. This is a project that many people in the Ontario wine industry have been waiting for, and it’s finally becoming a reality.” says Marco Piccoli, an accomplished winemaker and COO for the Crush. Piccoli has over 27 years of experience as a winemaker, and witnessed the rapid growth of Niagara’s wine industry in recent decades. “We are able to offer a ‘forever home’ to high quality, independent winemakers, and at the same time, help them connect directly with wine lovers through an exceptional on-site experience centre.”