Spotlight: Vine Arts

Raising a glass to success

Words by Marcia Hamm

Photography by Phebe Melan

If you want to join the 1300+ liquor stores in Alberta, knowing what it takes to stand out from the crowd is key to survival. Having recently opened a third location, owners Jesse Willis and Jeff Jamieson of Vine Arts have put that key firmly in their pocket.

Before launching Vine Arts in Calgary, Willis worked full time at a local wine retail store. Jamieson, employed in the oil and gas industry, put in one shift a week at the same store to keep his thumb on the pulse of the city’s culinary scene. Their schedules rarely lined up, yet on a rare Sunday, they found themselves working together. “I started telling Jeff my thoughts on training restaurant staff using programs that could teach them the basics of wine,” Willis says. Once they began bouncing ideas off each other, they soon came to the same conclusion that it would be more sustainable if they had their own store. These conversations ignited a fire in both, and owning their own retail outlet quickly became the focus.

Willis and Jamieson’s vision was threefold: to create something beautiful and world class in both appearance and selection, to ensure a comfort level where customers would not be afraid to ask questions, and to be the place where people could learn about wine in a safe and hospitable environment. Their vision became a reality in 2012 when they opened in Victoria Park, Calgary, with a team of dedicated staff who were as much in love with the wine industry and culture as they were. With success at Victoria Park, they soon expanded to a second Calgary location on vibrant 17 Ave SW.

Their goal was to always expand to Edmonton, but looking for the perfect location proved difficult due to the rules around allowable distance between stores. Willis and Jamieson knew the wine and cocktail scene was strong in the capital city and had many conversations with restaurant owners, buyers, sommeliers and others in the industry. With much perseverance (and after several rejections), they found the perfect spot. In September 2023, they opened their third location at 10961 - 124 street, 11 years after launching the original store in Calgary. Staying true to the style of the first two stores, the Edmonton location features a wall-to-wall painting of a scene from a turn-of-the-century circus, notable amounts of gin and agave-based spirits, and wine categorized by flavour profiles rather than regions. At Vine Arts, the wine you want is the wine you need it to be: a “Bold & Structured” red, or a “Crisp & Refreshing” white, perhaps.

When Willis and Jamieson first opened Vine Arts, their focus was on cocktail spirits like vermouth, amaro, bitters, and other interesting products that weren’t readily available at the time. The intent was to carry several different brands to keep both customer and bartender curiosities piqued. “There was almost no selection of cocktail bitters and vermouth in the market at the time, so we saw an opportunity and started hounding importers on how we could get more of a selection for these types of things,” Willis explains of their approach to keeping things interesting, while keeping customers happy.

Their success at the retail store and a focus on spirits eventually led Willis and Jamieson to open Proof, a cocktail bar, followed by Donna Mac, a restaurant; both of which continue to receive accolades from customers and media far and wide. In 2024, Proof made the Top 10 Best Bars Canada list, something which makes these urbanites very proud.

Hard work and perseverance pay off: with over 10 years in the business world, Willis says he and Jamieson are still learning and listening. ”We just try to watch the market, listen to our customers, see what people are looking for that they can’t get, and then do our best to fill in the gaps, I guess.”

On September 14, Vine Arts will celebrate one year at their Edmonton location on 124 Street. Stop in, say hello, sample something new, and raise a glass to another successful venture.

www.vinerarts.ca