Wisconsin wineries diversify and grow

GREEN BAY, Wis. — Northeastern Wisconsin’s wine country continues to grow. Not only is there another new winery this year, but also existing wineries are looking for new ways to grow their revenue.

In recent years, Door and Kewaunee counties tourism businesses, including the wineries, have looked for ways to improve off-season — that is, winter — business, but Brad Schmiling, an owner of von Stiehl Winery in Algoma, said they decided this year to pump up the already strong summer business.

“A lot of time we used to think of putting events in the off-season, but at the same time we have 300 people coming through the doors already, and half of them say, `Where can we go eat?”’ Schmiling said. “We’ve added cuisine concerts. We are seeing a 15 to 20 percent increase in sales because of it.”

Eight years ago, six wineries called Door, Kewaunee and Outagamie counties home. Today there are 12 in four counties, adding Brown to the list. That growth has made northeastern Wisconsin a destination for wine tourists, but also is motivating winery owners to add to their offerings. They are working together, as well as individually, to bring in new visitors as well as re-attract previous ones.

The Door County wineries, plus von Stiehl in Kewaunee County, launched a Door County Wine Trail this summer, and wineries in Brown, Kewaunee and Outagamie counties introduced the Fox River Valley Wine Trail.

“I’m definitely going through (wine trail) brochures like crazy,” said Carrie Lautenbach Viste, an owner and general manager of Orchard Country Winery & Market near Fish Creek. “A lot of people stop in an say, `We are going to hit up a couple of other wineries.”’

Rob Pollman, chief operating officer of Door Peninsula Winery in Carlsville, one of the oldest in the region, said he’s frequently asked whether the addition of other wineries is good for business.

“I kind of think now we’d be doing less business if there were no other wineries,” he said.

Pollman noted the winery accounts for 35 or 40 percent of his company’s revenue, which makes it the largest single revenue source.

“The winery, through the years, just grows and grows and grows,” he said.

That growth also means opportunity for other products and services, and winery owners are jumping at the opportunity.

Door Peninsula’s owners have branched in many directions. Among their holdings are Bistro 42 restaurant at the winery; Shipwrecked Restaurant, Brewery & Inn in Egg Harbor; Coopers Corner restaurant, Fat Louie’s Olive Oil Co. and The Cherry Hut, all in Fish Creek; and restaurants in Florida.

Additionally, Door Peninsula brews beer, recently began distilling vodka and makes its own fudge.

They also doubled the size of the tasting room at the winery.

“Growth is tough at times, but overall everything has been going really well,” Pollman said. “I wouldn’t say it’s been fun expanding constantly. We have a lot of new things and we’ll see how they go.”

So far, it seems to be drawing visitors to their properties, Pollman said.

“We cross-promote everything,” he said.

Von Stiehl Winery added food to its attractions this summer, but stopped short of opening a restaurant.

“That is a question that almost has been plaguing us for the last year. Any breweries that make it also serve food,” Schmiling said. “If you really wanted to sell more wine to be consumed, you have to sell food. We are kind of on the edge of that right now.”

Schmiling said he has four employees who’ve worked in food service and none is excited about opening a restaurant.

“I’d almost rather find an entrepreneur who’d like to open a restaurant here,” he said.

Von Stiehl invested $30,000 last year to create a four-level terrace with tables and chairs for Saturday afternoon concerts. Nearby North Water Bakery & Deli provides food for the concerts that matches that day’s style of music and caterers are used for other events, as well.

The winery recently added 7,000 square feet to house its tanks and bottling line, opening its tunnels for special events, such as wedding rehearsal dinners and pre-reception gatherings. It also created a space for a 30-foot by 60-foot tent during the landscaping project.

Von Stiehl also owns Captain’s Walk Winery in Green Bay and makes private-label SKS Estates wine for Festival Foods.

“We are shipping right around 3,000 cases a year (to Festival). That’s nothing to sneeze at. We are a 25,000-case winery,” Schmiling said.

Captain’s Walk has proved a success, and they are considering expansion there, Schmiling said.

“That place just grew its own personality beyond our control. It’s good in a different way,” he said.

Von Stiehl also had a hand in launching the region’s newest winery, Harbor Ridge, south of Egg Harbor. The Algoma winery is doing its winemaking and bottling, and Eric Schmiling, Brad’s brother, is the winemaker for both Harbor Ridge and Captain’s Walk.

Brad Schmiling said Harbor Ridge, which is working on installing a production facility, has a Jimmy Buffett vibe.

“It’s as much different from Captain’s Walk and von Stiehl as any winery could be,” he said.

At Orchard Country Winery & Market near Fish Creek, the winery was the diversification. The Lautenbach family has operated a farm market at the site since 1975, and in 1985 launched the winery, looking for another way to use their excess cherries.

General manager Carrie Lautenbach Viste said Orchard Country is working to diversify in another way — increasing its connections to customers. They are using the Internet and social media to open new sales channels.

“We don’t get as many visitors in the off-season, but we can get product to them,” she said.

Orchard Country hosts concerts and three festivals a year, allows visitors to pick their own apples and cherries, and has a large retail store. It also started its own rewards program, based on wine, that it would like to expand to farm market products.

“We are providing an experience that keeps the customer coming back,” Lautenbach Viste said.