From a natural wine rave: Grape Witches

When Nicole Campbell and her friend Krysta Oben started Grape Witches, there was no business plan. Just a shared love of natural wine, a few wild ideas, and a belief that wine could bring people together in a new way.What began as late-night tastings and “natural wine raves” turned into one of Toronto’s most joyful, community-driven wine collectives - a place where wine isn’t intimidating, it’s inclusive. Grape Witches challenges old-school thinking, celebrates hybrid grapes as the future of wine, and makes the world of natural wine accessible to anyone who’s curious.Through collaboration, creativity, and a few truly chaotic ideas (including renting out Medieval Times for a wine event), Nicole and Krysta have built a brand that proves you don’t have to be perfect to start something meaningful - you just have to start.I sat down with Nicole to talk about how Grape Witches pivoted during the pandemic to open the wine shop of their dreams, how she and Krysta balance friendship and business with the mantra “clarity is kindness,” and why, for them, wine is a vehicle for joy, connection, and community.Follow the podcast on Instagram and TikTokFollow Sam Jen on Instagram