The Hounds of Erie Winery has raised a glass to COVID-19 pivots in response to the challenges of a global pandemic, implementing wide-ranging innovation and adjustment to maintain positive operational ‘cheers.’
“You pivot, you have to continue to be adaptable,” says co-owner and wine maker Mat Vaughan. “Because if you’re not adaptable these days, you’re not going to last.”
Mat’s hobby of crafting quality wine was formalized in 2012 when he and wife Melissa, purchased a 23-acre farm in Norfolk County’s Clear Creek area. Hounds of Erie opened in 2015 as a virtual winery, sourcing production space at nearby Blueberry Hill Estates. Four years later , the Vaughans had expanded operations within their own on-site space, development narrowly preceding COVID-19’s unwelcome arrival.
“Just ahead of it,” Mat confirmed.
Currently, the estate hosts slightly over five acres of vineyard and orchard space, featuring eight varieties of grapes and 23 of apples. Production began with hard ciders based on Mat’s success in competition, and currently includes four popular varieties. Despite ongoing popularity, Vaughan’s passion for working with grapes remained, and the winery starting producing its first wines.
“I was like, ‘I’ve got to start making wine already,’” he laughed.
Hounds of Erie currently features nine, both grape (two reds, two whites, a rose and a late-harvest Riesling) and fruit-based (strawberry, raspberry and sparkling pear).
The estate has also welcomed a local apiary, retailing a portion of liquid gold ‘vineyard wildflower honey.’
“If you’ve ever had honey in coffee, it’s a game changer,” Vaughan smiled.
Years of steady growth, product and brand development were abruptly interrupted by COVID-19 requirements. One positive in a largely negative wave of restrictions and protocols was wineries’ designation as an essential service, allowing ‘Hounds’ to remain open, given appropriate criteria.
“Especially ours, because we are completely outdoors,” said Vaughan.
Beyond an online shopping portal through the website (https://www.houndsoferiewinery.com) the ‘Hound Hut’ facilitates a 100 per cent outdoor transition. A cozy and convenient retail structure with attendant tasting, patio and events space, the hut offers customers an opportunity to view, sample and enjoy products in a safely-spaced environment.
Free weekly delivery within Norfolk, Elgin and Brant counties was also instituted, becoming an increasingly important aspect of the business.
“That at least kept sales going.”
Hounds of Erie also created a virtual self-guided tour experience opportunity, which according to Vaughan, at its outset, was definitely unique for the province.
“And maybe the whole country.”
Participants were able to schedule a one-hour time slot through the ‘Hounds’ website. Arriving at a designated time, patrons were provided a tablet linked to nine identified stations, hitting a button at each to load a video tutorial featuring Mat explaining procedures from planting vines to harvest.
“All the various processes throughout the year.”
The Vaughans feel fortunate to have had their pandemic experience buffered through the natural and agriculturally-enhanced beauty, along with the inherent social distancing of their own rural Norfolk County property.
“We wanted to share that calm environment with people during this time.”
The virtual tour still exists today, but booking is no longer required. Simply walking the tour without stops takes roughly 20 minutes, but people tend to linger, enjoying what has proven a popular initiative. Participants also have an opportunity to order hard cider or wine online during their tour.
“By the time they get back, it is ready for them to take away.”
As suggested by the winery’s name and branding, Hounds of Erie is very much a dog-friendly venue, attesting to the owners’ own love for four-legged friends. Dog owners and dogs are always welcome, to the point as many as 50 per cent of related social media posts feature canine companions.
“If people didn’t know better, they’d think we were a kennel,” laughs Mat, who continues to embrace the original branding through operational innovation. “It’s easy for us, because we are dog people.”
Informally, it’s not unusual for pets to show up with their owners.
“They grab a couple of bottles and then go for a walk.”
In a more structured sense, what began as a day for on-site ten-minute dog photo shoots developed this year to the point of related vendors, a food truck and lure course.
“I think we’ll just keep growing the event,” says Mat.
A related breed-specific (Great Dane, Malamute, Weiner Dog for example) Dog Days of Summer initiative had to be postponed when popular demand exceeded estate COVID protocol capacity. Too much response to a good idea resulted in some disappointment in 2021, but Vaughan looks forward to responding to the uptake in the future.
“That’s something we look forward to doing next year.”
The term ‘next year’ is very much on the table for Hounds of Erie, despite COVID-19 and a wet grape growing season in 2021. Both Mat and Melissa have full-time jobs outside of the winery, which buffers the pandemic’s negative impact.
“But the business still has to carry itself,” said Mat.
Tourism has taken a hit throughout Norfolk and beyond he believes, one of many negatively-impacted industries, their own and others’ years of efforts and building challenged by COVID-19’s arrival and continued presence.
“It will come back, but it’s going to take a lot, I would say - as much effort or more.”
“Rome was not built in a day”, Vaughan concluded, and their shared long-range vision for establishing and expanding not only their own winery, but supporting the broader effort of raising Norfolk’s profile as a beverage - wine, hard cider and craft beer - destination, will enthusiastically continue.
“We tried and we’ll keep trying,” he smiled. “We’re building and every year we’re going to keep building.”