Richard Charnock is the executive winemaker at Joie Farm on the Naramata Bench in Penticton, British Columbia. He began his winemaking journey in 2008 in Ontario’s Prince Edward County before gaining global experience in New Zealand, South Africa, and Tasmania. Specializing in cool-climate Pinot Noir, Chardonnay, and aromatic whites, he moved to the Okanagan in 2015 to study viticulture. Since 2022, he has led vineyard and winery operations at Joie Farm, uniting cool-climate farming with low-intervention winemaking. Media Inquiries: richard@joiefarm.com | https://joiefarm.com/
What’s the ONE THING most unique, authentic, & memorable about your brand?
At our core, Joie Farm has always been about making premium wine approachable. Whether it’s a guest enjoying a glass on our lawn with friends or exploring our portfolio in the Naramata wine shop, our goal is to create a space where wine feels welcoming, not intimidating. We know wine can sometimes come with a side of uncertainty for people — that worry about saying the “wrong” thing during a tasting. We take pride in breaking down those barriers, showing the playful, human side of wine that everyone in the industry fell in love with in the first place.
Describe how and what you’d do with your winemaking career or winery business if you were not constrained.
If there were no constraints? I’d create an international production brand, sourcing unique varieties from terroirs we could never access in Canada. Imagine crafting Nero d’Avola in Sicily, Assyrtiko in Greece, or Pinotage in South Africa — each wine a snapshot of a place and a culture. It would be the perfect blend of winemaking and exploration: staying deeply engaged with the craft while traveling the world, learning from other traditions, and probably collecting far too many frequent flyer miles.
What is the One Wine most emblematic of your brand and/or winemaking style? Tell us its story.
Why this wine tells our story: Noble Blend 2023 embodies the essence of Joie Farm — bright, vibrant, and expressive, yet layered with complexity. As our flagship wine, it carries both the responsibility of honoring tradition and the opportunity to bring my own perspective to an iconic BC style. Sourced from our vineyards stretching from Summerland to North Oliver, it offers a true snapshot of how we see aromatic wines in the Okanagan.
The journey to the final blend begins with over fifteen individual ferments during harvest, each contributing its own character. Throughout the season, the wine evolves — from yeast selection to blending decisions — until it all comes together in one bottle. The 2023 vintage, in particular, reflects where we see Noble Blend heading: delicious, versatile, and made for any occasion, from casual afternoons to celebratory dinners. Check out the Noble White Blend review here.
Bonus Question: Why Winemaking?
From the very first harvest I worked, I knew I’d found my path. Winemaking is the perfect balance of art and science, creativity and precision. I love the intensity of harvest — that once-a-year chance to capture a vintage in the bottle. The pressure sharpens your focus, forcing you to shut out distractions and pour your energy into what’s right in front of you. For a few months, life becomes all about the present moment. And at the end, you have something tangible — and hopefully delicious — to share with others.