The New Modern - Re-Pairing The Wine Industry with Andrea Kaiser

In conversation with the Chair for the Wineries of Niagara-on-the-Lake and Director of Marketing at Reif Estate Winery, Andrea Kaiser, on the future of the Ontario wine industry.

1. Which one aspect of the Ontario wine industry will see the longest-lasting repercussions of the global health pandemic?
Tourism Experiences will be immediately impacted and remain so until a vaccine is found. We anticipate and are hopeful for long-term changes in customer desire to increasingly buy local whether it’s via shipping or safe curbside pickup.

2. Will winery tours still be as popular once we're past this?
Once a vaccine is found, I hope that people will go back quickly to previous behaviours and understand that winery tours will be safe to engage in. Thankfully we were deemed an essential service, so our wineries were able to continue operating in the vineyards and cellars safely and responsibly. For us, winery tours, while important, are not essential for survival. What is essential for our long-term viability is having consumers continue to purchase products from our wineries.

“Being able to purchase online definitely makes it much easier for consumers residing outside the Niagara region.”

3. Has the push of free shipping in Ontario (most on orders of 6 bottles or more) resulted in increased orders and revenue?
Yes; this has been a silver lining for local wineries as it bridges the gap created by this pandemic of not being able to have guests engage in “traditional” purchases in/at the wineries. That said, there is still the option for curbside pickup for many of our wineries. Being able to purchase online definitely makes it much easier for consumers residing outside the Niagara region.

4. Wine-making converges a variety of industries, from hospitality to agriculture and many in between. Which has been the most affected, and which has been the least affected?
Hospitality experiences have been the most affected while our farming practices have been minimally impacted. Once the hospitality world re-opens, it’s a signal to us to go ahead and carefully and safely re-open tasting bars and tours. We would have mitigating measures, best practice procedures and protocols with social distancing, and consistently be monitoring team members for their health and safety.

Farming grapes is a task that can be accomplished with social distancing so COVID 19 has not had a major impact on our labour force being able to work.  However, if wineries experience declining sales in the long-term, it could result in surplus fruit for many farmers challenged to sell the grapes.

“All wineries will be participating in aligning their programs with best practices so while it won’t be the same as yesterday’s world, the visitor experience can still be retained.”

5. Tourism is a crucial contributor to the Wineries of Niagara-on-the-Lake (WNOTL), especially during Spring, Summer and Autumn. How do you see local tourism surviving in the new world?
Wineries are prepared to adapt in delivering safe and welcoming experiences in wine country when the time is right to have visitors back. We are in the midst of developing best practices in the tasting room that include measures to allow social distancing, protective equipment for our team members and best practices protocols in cleaning and hygiene as a prevention measure. The number of visitors we will be able to host at one time will be reduced dramatically. All wineries will be participating in aligning their programs with best practices so while it won’t be the same as yesterday’s world, the visitor experience can still be retained.

6. With the increase in on-line ordering, have any WNOTL wineries experienced an uptick in the amount of product moved?
Each winery sales channels differ. While online sales have been stronger for most, cellar door, export and restaurant sales have been reduced drastically by COVID 19.

7. What are some creative ways WNOTL wineries are adapting to the effects of COVID-19?
Many are engaging with online virtual tastings via live versions, pre-taped editions, and webinars. The educational aspect has dramatically increased and is becoming increasingly popular. Wine education is appealing and the neat part is that you cannot know everything about wine, so it becomes a lifelong journey. Each winery has their own program and style, some are more structured while others are more casual, some live and others taped. Most wineries are also offering free shipping in Ontario on six bottles or more to provide local wines direct to consumers.

“Also, some wines are not offered through the LCBO. With our shipping options, consumers can have these hard to find/specialty wines delivered directly to them.”

8. What are some positive aspects that can come of this for WNOTL?
The desire for consumer to buy local and a new comfort level for many consumers in buying wine online direct from the winery.  Also, some wines are not offered through the LCBO. With our shipping options, consumers can have these hard to find/specialty wines delivered directly to them.

“We’re all in the same storm, even though we may be in different boats.”

9. There are a variety of wineries as part of WNOTL. How are they dealing with this?
We’re all in the same storm, even though we may be in different boats. For smaller wineries, they’re doing virtual tastings, promoting online sales and developing tourism experiences that will be safely offered in the future. What I can say is that all of our wineries are doing their absolute best to weather this storm to see the other side of this. The best thing that can be done is to support all of our wineries through online purchases and safe curbside pickup.

“The warmer months may lead to more curbside pickup as it provides an opportunity for consumers to get out of the house, enjoy a scenic drive through Niagara-on-the-Lake and safely pick up their wine.”

10. What can consumers do to help WNOTL see this through?
Supporting local and buy VQA wines online. Every customer helps. Every bottle helps. Every order helps.
We want to be there for you in tomorrow’s world with unique wines.

11. For the wineries that are utilizing curbside pickup, are they seeing more on-line orders or pickups?
Online with free contact-less delivery has been very popular as it’s the most convenient. Yes, some will opt for safe curbside pickup but the majority have enjoyed the ease and convenience of having our wonderful wines delivered directly to them. The warmer months may lead to more curbside pickup as it provides an opportunity for consumers to get out of the house, enjoy a scenic drive through Niagara-on-the-Lake and safely pick up their wine.

Andrea Kaiser was born and raised in wine country, daughter to iconic winemaker Karl J. Kaiser.
She recently launched her own wines in his memory at Reif Estate Winery where she works as Director of Marketing.

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