Page 69 - Grapevine MayJune 2021_REV

International News

Online stores have been quickly erected, mak-
ing it easy for customers to purchase wine from
their homes. Many wineries have made the move
to offer free shipping on purchases as an added
incentive for consumers. Wine clubs have become
more of a focus, offering a great source of steady
income for wineries, with members paying month-
ly fees for first access to new releases and insider
discounts. Some businesses have gotten extremely
creative; organizing online events, classes and wine
tastings. Others have paired with celebrity chefs
and winemakers in an attempt to create unique,
virtual experiences that can be enjoyed from home
in spite of lockdown measures.

As many wineries in Niagara-on-the-Lake continue
to evolve their online presence, there are some
that have chosen to be virtual all along, eliminating
any kind of store front or tasting room whatso-
ever. Many of these virtual wineries are working
with the region’s most notable winemakers, sourc-
ing grapes from Niagara’s premier vineyards and
developing a clear style in their winemaking. This
allows these businesses to thrive on reputation
alone. Their small-batch, limited release offerings
get snatched up moments after hitting the online
market. Many of them have gone on to experience
great success in the mainstream market; selling
their products in liquor stores and eventually open-
ing their own tasting rooms. Others remain virtual,
continuing to find success without the need for a
physical presence.

Meldville Wines is an example of a winery that
has chosen to be virtual from the start. The winery
is headed by renowned winemaker, Derek Barnett,
who started making wine in 1991 for Southbrook
Winery in Niagara-on-the-Lake before starting
Lailey Vineyard in 2001 with Donna and David
Lailey. Over the years, he made a name for himself
as one of the region’s top winemakers and when
Lailey Vineyard sold in 2015, Barnett wasn;t ready
to retire. He wanted to continue making wine and
that is when he and his wife, Judith, began work
on Meldville, named after a childhood home that
Barnett lived in in England. The couple started
crafting small batch, limited edition wines, partner-
ing with Legends Estate Winery to produce and sell
their wine in-person and online. This saved them
from having to own and operate their own physical
winery/retail space and allowed them to focus on
crafting quality wine instead.

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