It all started over a few glasses of wine. Friends and industry pros Krysta Oben (a sommelier) and Nicole Campbell (a wine sales exec) were swapping stories about how confusing wine can feel for customers — all the jargon, the intimidating menus, and the lack of interesting options beyond the usual suspects.

When someone overheard them talking about “natural wine” and joked that it sounded like “witchy stuff,” the name stuck. And with that, Grape Witches was born.

Breaking Down Barriers

Since 2015, Grape Witches has grown from small parties and quirky winemaker events into a two-location wine shop and tasting space in Toronto. The idea is simple: make wine discovery fun, welcoming, and way less intimidating.

“Most people used to experience wine through a restaurant menu or a sommelier — and that can feel overwhelming,” says Lorein Codiamat, Director of Culture. “We wanted to create a space where people could explore wine in a relaxed, hands-on way.”

In an interview with Boxerbrand blog Recipe for Success, Lorein helps us understand the freaky wine drawing customers far and wide to two Toronto-based brick & mortar stores, and beyond to their online retail store.

What Makes Natural Wine… Natural

So, what’s the big deal about natural wine? Think of it like the difference between fresh-squeezed juice and the shelf-stable stuff. Natural wines are made from organically grown grapes with little to no additives — no extra sugar, colorings, or flavorings. That means more character, more surprises, and often, more fun.

Meet the “Freaky Scale”

Because everyone’s comfort level is different, Grape Witches created something clever: the Freaky Scale.

• Freaky 1 wines are easy-drinking and crowd-pleasing — perfect for a casual lunch or impressing your in-laws.
• Freaky 5 wines are wild and unexpected — with bold flavors, cloudy pours, or even savory notes that totally rewrite what you think wine can be.

It’s a simple way to guide guests to something they’ll love, whether they’re dipping a toe in or diving deep.

Winning People Over

Many guests have never heard of grapes like Kadarka or Furmint, so the team focuses on translating familiar preferences into the natural wine world. They ask about taste, food pairings, budget — and then match people to the right bottle.

And they make the experience memorable. From their walkable Little Portugal neighborhood to a summer natural-wine boat party, Grape Witches keeps things fresh and fun.

Competing With the Big Guys

Sure, large distributors can sell wine cheaper. But Grape Witches wins by offering bottles you won’t find elsewhere and being upfront about their values — like paying staff above industry average and championing sustainable farming. Plus, natural wine naturally aligns with the same clean-label and organic trends diners already care about.

A Menu That Fits the Vibe

When it came time to design their wine menus, they wanted something tactile and unfussy. “We didn’t want anything precious — just a casual, hands-on design,” says Lorein. “Boxerbrand gave us exactly that, with flexible sizing and a format that fits our vibe perfectly.”

Grape Witches of Toronto uses Boxerbrand’s Café line in its table presentation. Thank you!