Texas Wines in Times of Coronavirus
Throughout April, every Tuesday 7-8 pm is reserved for #TXwine Twitter Tuesday tastings. These are virtual events where people meet online and share real-time tasting notes, wine/food pairings, pictures and related Texas wine remembrances. Participants include a growing number of social media enabled winery owners, winemakers, sommeliers, newbie and accomplished wine tasters, and my wine writing friends across Texas.
There are now around 350 Texas wineries many of which are small family-run businesses. Their businesses have always depended on winery visits where wines are tasted by visitors in anticipation of a purchase. This came to a sudden stop on March 16 when winery tasting rooms along with dine-in restaurants across the state were shuttered, as per governor’s proclamation, in an attempt to halt the outbreak of COVID19 in Texas. Wineries are coming up with creative solutions online to keep business going, at least to some extent.
“Social media allows us to bring the winery into people’s homes”, says owner of Pedernales Cellars Julie Kuhlken. “While they are sheltering in place, we want to offer them updates on our vineyard, production and educational activities. We offer virtual tastings to enhance their experience of our wines.” Social media like Twitter, Instagram, Facebook, Facebook and now Zoom allows them to stay in touch with customers and maintain a portion of the sales lost to tasting room closures.
Paul M. Bonarrigo owner of Messina Hof Winery in nearby Bryan says, “Wine is a social connector. Since people can’t come hang out at the winery, we take the winery to them. Our customers are part of our family and we are using social media to stay in contact, which increases our web sales and curbside pickup.”
My longtime friend and Austin-based wine marketing maven Denise Clarke and I had a near simultaneous “lightbulb moment” to reboot our TXWine Twitter tastings the morning following the governor’s proclamation. I felt like John Belushi in the Blues Brothers Movie when he experienced the “light from above” and then blurted out “We’re gonna get the band back together!”.
We created #TXwine Twitter Tuesdays back in 2011 to promote social interaction with Texas wineries, as then they were still in a fledgling state and weren’t getting much traction in the media. Our initial #TXwine Twitter Tuesday reboot events reached over 1.5 million impressions from 60 tweeters generating 320 tweets in a one-hour period.
Republic Beverage Texas Wine Portfolio Manager Jason Hisaw says, “During a time of keeping your distance and staying in, the power of social media has never been stronger or more important. It is getting the word out on what the hospitality industry is doing and can offer consumers. By keeping them informed, educated, and joyful is key now. When the all clear is given, it will be social media that sends us back out to enjoy what we love.”
As Chris Brundrett owner of William Chris Vineyards in Hye sees it, “During rough times like these it’s important to be able to pivot. Connecting with our community of consumers about our brand is paramount to keeping our winery’s 63 families supported. With extra wine on hand from lost tasting room sales, we have been able to offer our wine club members access to additional wines. At this critical time, social media even allows us to expand our base connecting with new fans who have never been to the hill country or to William Chris.”
My Mother experienced the 1918 pandemic. Even after being one that was infected, she lived to be 101 years old. I’ve listened to her stories never realizing that I would experience a time of pandemic. Well, here we are with social distancing, quarantining, and difficulties getting basic necessities not to mention our creature comforts. Social media can bring comfort and closeness, and for that, I want to toast you all for good health and safety with a special shout out to those who work in Texas wineries, food service, hospitality, and delivery. Please remember to support them as best you can.
Stay safe, stay healthy and join us for a glass of Texas wine at #TXwine Twitter Tuesday 7-8p CT between now and the end of April. Follow hashtag #TXwine on Twitter.
If you want to obtain Texas wines, most wineries have an online store on their websites that you can peruse and order for shipment – many are running wine specials with reduced or free shipping. Local markets like HEB, Whole Foods, Central Market, Kroger and Spec’s also offer a range Texas wine available for pick-up in-store, curbside or delivery.
