How Jonathan Edwards Winery in Connecticut Adapted to COVID-19
In partnership with: Connecticut Department of Agriculture
When COVID-19 hit, businesses across every industry were forced to adjust and adapt. In North Stonington, Jonathan Edwards Winery quickly pivoted once shutdowns started. Luckily, since Connecticut farms were deemed essential, the winery was allowed to continue tending to their vines and making wine – but customers couldn’t actually come to the farm or the tasting rooms. To combat this loss, Jonathan Edwards and his team made some key changes.
“We began to focus on selling more wine online, offered free delivery of wine within a 30-mile radius and curbside pickup,” Edwards says. “We started offering weekly wine sales and free shipping on purchases over $99.”
Edwards and his team focused on optimizing their shipping system, which hadn’t been quite so efficient before the pandemic necessitated it. With licensure in place to sell to 22 states, the winery was able to make a lot of customers happy during such a stressful time.
“Online sales really took off as people were stuck at home but still wanted access to our product,” Edwards says. “We had fun personalizing messages to our customers as a way to spread good vibes from our winery to them.”
Although it’s been a rough year – with the loss of revenue from restaurants, events hosting and in-person tastings – Edwards is grateful for the robust fan base that keeps coming back for Jonathan Edwards wines. “Consumers continue to want access to good local farm product, and if you pivot and make your products available to them at a reasonable cost, they will respond with their support.”
To find a farm winery, visit ctgrown.gov/farmwinery.