How to Help Your Favorite Wineries Survive the Coronavirus Pandemic
March 18, 2020
It's been a tough last week, on a lot of levels. Like most Americans, we've personally been adjusting to social distancing, school, and activity closures, while reevaluating our own life patterns and checking in with family members to make sure everyone is in a good place. On a business level, we've been worrying about how best to make sure we're operating in a way that is responsible while still hopefully continuing to operate, both to be able to support the great team we have working here and to be available to provide wine to our thousands of customers. We switched briefly over last weekend to tastings by-appointment-only to ensure proper distancing, and then closed our tasting room entirely this week in accordance with Governor Newsome's new directives and our own obligations (and desires) to do everything we can to slow the spread of the virus.
We're just one of hundreds of wineries in Paso Robles, and thousands of wineries in California, who've been navigating this new crisis. I know it's hit plenty of other industries hard. Restaurants are on the front lines. Tour companies, hotels, neighborhood shops... really the whole tourism infrastructure has been disrupted or shut down indefinitely. At the same time, the outpouring of phone calls, texts, and emails I've gotten from people has been really heartwarming. One thing so many of them have asked is "how can we help?" I've been answering everyone individually, but thought it might be timely and helpful to expand these into a blog.
Order Wine From Us
OK, this is probably pretty self-explanatory. Wineries are seeing two of their primary revenue streams disrupted right now. Tasting room sales, the lifeblood of the majority of California wineries, are going to zero. And wholesale sales are going to be seriously impacted too, as restaurants are forced to close or toward takeout. But from what I'm hearing, people are still definitely buying wine. Who wants to be stuck at home with leisure time to plan and cook meals for several weeks without the wine to accompany them? Wine shops and grocery stores have been reporting sharply increased sales in recent weeks, and that's great. These sales do help wineries, and help keep the distribution channel functioning. But if you are able to buy directly from the wineries you patronize, that's a lot better for them. If you had to cancel a trip to wine country, consider joining a wine club or two with the money you aren't spending on hotels and travel.
Support Restaurants Who Are Staying Open by Ordering Takeout
Restaurants are the hardest-hit businesses in these socially distanced times. Some are closing entirely. But others are pivoting to offering their menu for takeout. This list includes big name restaurants that made news for doing so, like Canlis in Seattle, Spago in Beverly Hills, and Balthazar in New York. But it also includes local favorites here in Paso (each linked to their announcements or carryout menu) like The Hatch, Il Cortile, Thomas Hill Organics, BL Brasserie, and La Cosecha. Will there be enough local business to make up for all the lost visitors to the area? Almost certainly not. But we can all do our part. Many jurisdictions have also announced a new easing of rules and allowed restaurants to sell wine to go. As wine programs are typically a big piece of a restaurant's profitability, ordering wine with your gourmet to-go meal can have several benefits. It keeps restaurants going, which benefits the entire community, and it helps wineries by reducing the loss to their wholesale sales. Plus, we all want these restaurants to be open when we're out the other side of the crisis, for lots of reasons.
Share Your Experiences and Recommendations
One of the most important things that we lose when we close our tasting rooms and cancel our events is the chance to reach new customers who don't yet know that they'd love us. You can help bridge that gap by sharing on social media the wines that you're opening at home. There's a ton of research that shows that peer-to-peer recommendations are the most trusted in this day and age. In an environment where most wineries will struggle to get in front of potential new customers, just sharing a photo of a bottle you opened and loved can mean a lot. And talking about wine encourages engagement and other people talking about wine. There's a lot of story to wine, generally more than there is to other alcoholic beverages, because wines have an association to place, and to year, that beer and liquor generally don't. Thousands of these stories would normally be told every week in tasting rooms around the state and country. Instead, start one of your own, tag your favorite winery, and see where it takes you.
Stay in Touch
I've sent two emails to our entire mailing list (37,000-plus) in the last five days, sharing the changes that we've been making here at Tablas Creek. I can't tell you how much it means that so many people have taken the time to reply to say some variation of "hang in there". I honestly wasn't expecting that, though I probably should have. We know that we're losing many of the easy ways that we have to share what's going on here and help our customers feel connected to our work, and so will be moving toward more digital ways of communication. When you see these, if you felt like participating and interacting, we'd love to know what you think. A virtual tasting? Let's try it. A live-streamed report from the blending table? We'll see. An Instagram Live vineyard walk? You bet. We're all going to be learning how to preserve social ties through a period when face-to-face contact is restricted. Wineries are no different.
Buy Gift Cards
While most wineries are keeping their shipping departments open, not all are. And not everyone is in a place to take delivery of wine right now. Restaurants and local shops are in even tougher positions. Buying gift cards right now, and redeeming them when the crisis is over, is a way of helping these small, local businesses survive a period of zero foot traffic.
Mostly, though, the best thing that you can do for us is to take these restrictions seriously so that we can get through to the other side of this without major breakdowns of our health care system and our economy. If you have the choice, please be serious and conscientious about your isolating and your virus spread mitigation. I'm not going to repeat the whole list that begins with washing your hands a lot and not spending time around other people if you're sick. But it's all true, and the extent to which we all make the changes we're told are important will make a meaningful difference not just in the societal response to this pandemic, but to how fast we can all safely get back to our raising a glass... together.