Jeremy East has taken Westview U-Vin U-Brew to the next level with the purchase of Rocky Creek Winery, a move that will bring professional winemaking to the qathet region while keeping the current operation open.
East says the step follows steady growth at the shop and a shift toward higher-end wines made from local fruit, a focus that has already earned multiple awards at international competitions.
“We’ve been growing and growing with the u-brew, and moving more into producing wines from local fruit to bring something higher calibre to the table,” he adds.
He purchased Rocky Creek in the spring. What began as a search for equipment to scale up turned into an offer he “couldn’t pass up.”
“It was something we were looking at doing in a couple of years. But when opportunity knocks like that, you go for it.”
East emphasizes that Westview U-Vin U-Brew is not going anywhere.
“It’s not like we’re walking away from the u-brew,” he says.
The two sides of the business will serve different needs, from everyday batches to special bottles.
Rocky Creek will keep its name but receive a refreshed look.
“We’re keeping the name; we’re rebranding the same name, so new logos, new look.”
Flagship reds and fruit wines will remain. The previous winemaker has agreed to collaborate on recipes through this vintage “so we can ensure the calibre and quality of what they were already producing doesn’t change,” while East introduces new whites and reds of his own.
The first big release under the new ownership will spotlight a local favourite.
“The big one is going to be the blackberry wines,” says East, noting there will be dessert and table versions as well as a rosé.
The debut was set for Blackberry Festival, with bottled sales targeted for the fall.
“I’m hoping to have it ready for Thanksgiving,” he adds, explaining that harvest timing will decide the exact date.
A tasting room and storefront are planned. For now, the existing tasting room remains closed, but online sales will continue.
“The website is still up. E-commerce is going to be there.”
He plans to be visible at local markets and events, with a fuller lineup arriving in the spring as new wines become ready. Initial inventory is anchored by bold reds already in bulk.
Local patrons are the priority, according to East. A new club will offer free local delivery and access to small runs of experimental wines.
“Tourism is always a great thing for the industry, but for us, it’s about catering to the locals; it always has been. Some batches may be made in tiny volumes, giving nearby customers first crack at off-the-wall bottles.”
East has been deepening his credentials since the pandemic. “I’ve now completed wine and spirits level three. I’ve taken my sommelier courses, and I’m in the midst of taking my professional winemakers through UC Davis.”
His goal is to deliver premium quality at accessible prices.
“We should be able to produce extremely high-end wines that go for hundreds of dollars a bottle. There’s no reason why we shouldn’t be able to enjoy that locally for a fraction of the price.
Customers can expect unfamiliar grapes and styles chosen for the coastal climate.
“I want somebody to look at it and say, ‘I’ve never heard of that,’ and taste it and say, ‘well, that’s pretty darn good, I have a new favourite now.’”
East’s confidence comes from years of hands-on experimentation with fruit wines at Westview U-Vin U-Brew. He estimates roughly 200 carboys have been produced a year since 2018.
“You kind of have to think on your feet,” he says. “A lot of it just takes experimentation.”
Through it all, East wants customers to know the original shop remains a fixture.
“We’re still here, we’re still producing fruit wines. We’re not going anywhere just because I’m doing this expansion.”
For more information, call 604.485.0345, or go to prbrews.ca.
