NOASKA Wines: From Haskap to Gold Medals

Just a few years ago, the team behind NOASKA saw an opportunity to evolve. While their beautifully crafted, high-end haskap juice and maple products showcased the region’s richness, they realized there was room to expand their impact. So, Guy Paillard, President of the Coopérative forestière du Nord-Ouest, pitched the idea to the board, “Why not try wine?”

It was a bold idea. While wine offered a wide pricing spectrum and broader appeal, it was also a competitive market. But Guy knew that to play in this league, they needed to take it seriously and build a team of professionals, starting with Dominic Rivard. “If we hadn’t had Dominic, we wouldn’t be in the wine business,” he says. “We wanted an excellent product that represented our region.”

Dominic Rivard of Wine Planet is an internationally acclaimed winemaker with global experience and a reputation for crafting award-winning fruit wines. In late 2021, the two spoke, and once Rivard learned the co-op had 80,000 plants across 100 acres, he was intrigued. Soon after, he visited and was impressed by the setup, and a partnership was born.

By Summer 2022, just eleven months after initial conversations, the first batch of NOASKA wines was ready. By October, four were on shelves. Their first wine, Baker Buck, a dry red, was officially listed with ANBL in January 2023.

The growth since then has been remarkable. Within just two and a half years, NOASKA went from concept to competing alongside some of the country’s most established producers. Their wines, crafted in collaboration with Rivard and an all-star team including winemaker Jason Lee, have already earned national recognition.

“Our Baker Buck, Jazzy, and Intrigue wines each won gold at the All Canadian Wine Championships,” says Paillard proudly. “Jason, our winemaker, will tell you, they’re excellent.”

The Intrigue is a semi-dry rosé, and then there’s Jazzy, a sparkling red that’s the only one of its kind east of Ontario. All NOASKA wines are “kosher wines,” meaning they’re priced to deliver premium quality at reasonable value. “We sell at $19.10, but they drink like a $23 or $24 bottle,” Paillard says. “That’s what’s driving us.”

Beyond the accolades, NOASKA’s journey is also a story of teamwork. “Our success is thanks to the entire group, our winemakers, marketing team, and co-op members,” says Paillard. “And, of course, our customers.”

He recounts tastings where visitors share stories about swapping U.S. wines for NOASKA. “Given the current ‘buy local’ movement, that means a lot. When someone tells you they’ve made the switch, you know you’re doing something right.”

NOASKA wines can now be found in ANBL stores and select locations through Sobeys and Loblaws. Their flagship, Baker Buck, remains the bestseller, though all eight wines in their growing lineup are proudly made in New Brunswick.

Named for its regional identity, NOASKA blends “Northwest” and a nod to the Madawaska region. The brand is rooted in place, perseverance, and purpose. What began as a pivot is now proving to be a successful business venture with humble beginnings and a promising future.

In less than three years, NOASKA stands as a testament to teamwork, collaboration, vision, and a whole lot of heart. “We built a project, got the support, and never looked back, shares Paillard.”

Explore NOASKA Wines: www.NOASKA.com

Available at ANBL, Sobeys, and Loblaws locations throughout New Brunswick.