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winemakers are finding themselves smack dab in the middle of curious times. wine drinkers are becoming more proactive in their choices and brand dedication. sure, we’re all prone to fun labels with dancing hippos and frisky zebras, but when all is said and done (and drank), we’re becoming more responsible.
the wine industry has benefitted from agritourism’s popularity. day trips to wine regions have extended to weekends and even weeks. opportunities exist for amateur sommeliers and novice vintners to experience grape-to-glass workshops and volunteer stints with boozy rewards.
previously, enrolment in an oenology program, rock-star status or employment at a vineyard was the only way to get a glimpse of what was going on between the tidy rows. now, especially at harvest time, the public is often invited to join the experts in the field — truly in the field.
but how can winemakers set themselves apart on restaurant menus and fold-out maps for areas dense with a dozen merlots and chardonnays? on the shelves of a liquor store, branding is ultimate. and for the discerning drinker, wines have to have some chutzpah. a mission. a niche. an audience. a cause to champion.
in ontario’s prince edward county, harwood estate vineyards stepped away from the generic grape-growing crowd by going solar in hillier. nearby, redtail vineyard went off-grid with solar and geothermal technology. farther west, in st. williams, on the shores of lake erie, burning kiln winery repurposed old tobacco kilns for drying grapes. this is the stuff of dinner table conversations that bleed well into the night. a solar-powered winery? drying grapes in a kiln where tobacco leaves were once cured?
and this is where the vegans in the crowd usually pipe up, asking “what about us?†for the unaware (insert raised eyebrows here), animal byproducts are frequently used in the wine-filtering process. the saving grace is prince edward county’s karlo estates, the world’s first vegan-certified winery.