Wine & Hospitality
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In this episode of Uncorked: Wine-Business-Life, hosts Bill Green and Jerrold Colton sit down with Devon Perry, the dynamic Executive Director of the Garden State Wine Growers Association. Devon shares her passion for elevating New Jersey’s wine industry and how the state is overcoming the stigma of being a lesser-known wine region.
Devon discusses the rapid growth of New Jersey wineries, the importance of collaboration among vineyard owners, and the strategic initiatives aimed at increasing the visibility of local wines on the national and international stage. As a passionate advocate for local agriculture, Devon's leadership has been instrumental in connecting winemakers and driving innovation across the state.
The episode also delves into Devon’s background, from launching digital initiatives at the American Red Cross to pioneering wine-friendly dining databases. Her relentless drive and commitment to the New Jersey wine community make this conversation both inspiring and insightful.
Tune in to learn how the Garden State is transforming into a thriving wine destination and how local producers are making a name for themselves with bold, high-quality wines. Cheers to New Jersey wine!
Welcome to Saddlehill Vineyard
Welcome to Uncorked: Wine, Business, and Life with Bill Green. I'm Jerrold Colton, your co-host. Bill Green is the proprietor of Saddlehill, and we are here at the beautiful vineyard.
We are in our really big barrel room where we store our barrels at about 55 degrees and 65% humidity. These wines will sit here for 12 to 15 months before they go into a bottle or before they get blended. There is a lot of wine that we are sitting with, about 10,000 cases worth. We did the walls in burgundy, so when we spill and it splatters, we don't have to clean it up. It’s a beautiful room that smells amazing.
Introducing Devon Perry and the Garden State Wine Growers Association
We have a very special guest today, someone Bill has known for a while. She is the person in New Jersey wine growing. We want to welcome Devon Perry, the Executive Director of the Garden State Wine Growers Association.
The Garden State Wine Growers Association is the official nonprofit representing all wineries in the beautiful Garden State. We like to call ourselves the Garden State Wine Growers because a lot of people throw shade on New Jersey for making wine. But we’re the OGs of growing things with our tomatoes, corn, blueberries, and cranberries. We are a force to be reckoned with internationally.
When this opportunity first came to me about being able to start a vineyard and build a winery in New Jersey, the concept just wasn't there. I was in touch with the Association before I even bought the property. Three and a half years ago there were 54 wineries; now there are 60. It’s a growing organization and Devon has taken this to the next level. She convinced me to be on her board, which is why we talk to each other probably five times a week. She’s usually my 6:30 a.m. call.
A Passionate Partnership for Industry Growth
We are often on the phone before the sun comes up because we have so many ideas for the entirety of the association. It is critical that we do not allow the perception from our rearview mirror to shape our future. We have concepts grounded in sound business logic that are driving the next chapter for New Jersey wineries.
She gets so excited when she tells a story. She’s like a kid with how much energy she has, and you just have to buy into that. Our purpose is to entertain, educate, and inspire. Bill is an early riser and hits the floor running every day. You two seem like a perfect match in terms of the passion you bring.
The Creation of GoBYO.com
My family loves a good spreadsheet. We developed one that cataloged restaurants we visited, marking who ordered what, what wines we brought, and how we rated the meal. It evolved into an online restaurant database for Philadelphia and greater Miami.
We decided other people might be interested in where you could bring a bottle of wine. You want to bring your own bottle, but you want to follow the rules. Is there a corkage fee? How much is it? We had a team using Amazon Mechanical Turk to call restaurants in ten major metro centers to find out the ratings and rules for every location. Then we launched GoBYO.com, which focused on wine-friendly ratings.
Understanding BYOB Rules and Corkage Fees
A BYOB restaurant allows you to bring wine or other beverages to enjoy. The corkage fee specifically refers to the act of uncorking the bottle, though nowadays that includes twist-offs as well. In certain cities and states, there are different laws, so we always encouraged people to check the local municipality laws.
I had dinner at Barclay Prime last week and it was $50 to open a bottle of wine. It was a very expensive bottle, so I didn't mind paying it. Other places might charge $15 or nothing at all because they’re just happy you’re there. If a place has its own liquor license, you shouldn’t feel bad about bringing a bottle of New Jersey wine. There are a lot of wonderful restaurants right now trying to research how to have more New Jersey wine on their lists. That is the magic bullet.
Collaboration Among New Jersey Wineries
When Devon asked me to be on the board, she told me a couple of days later she wanted me to be the Finance Chair. I thought that would be like watching paint dry, but I agreed to do it for the first year. Now she’s appointed me the Marketing Chair. I’m on the board because we have to be a team. I can call twenty different winery owners in New Jersey and ask how they did something, and we all help each other.
It bothers me that New Jersey is number 11 in the country as a wine-producing state and Kentucky is number 10. We have more horses than Kentucky, though. We’re a horse-themed winery and we have more horses right here. With Devon as our leader, she’s got us talking to people from Italy who want to bring our wine over. This thing is going to explode and I want to be on the front of it.
The Economic Impact of Local Agriculture
The growth we’re seeing is outstanding. It takes a real commitment to agriculture to invest in a winery in New Jersey. The exceptional wines being produced are because of the grapes and the people caring for the vines. We want to know if visitors are getting a great experience.
When the economy buckles and disposable income decreases, you might not buy a ticket to an international wine destination, but you can drive here within one tank of gas. We are in the middle of about 44 million people. Every other destination targets our residents with billboards and geo-fencing. I want people to understand that we need to shop local. If you support local business and agriculture, a bottle of wine is a great way to show that.
Wine Tasting and the "Garden State" Brand
In a previous episode, we tasted wines because New Jersey wine is comparable to Napa Valley. At the same price point, you get the same quality. Our winemaker got a sample from a barrel for us; it’s a 2023 Cabernet Sauvignon. It’s been sitting in the barrels for 14 months and has two more months before it gets blended. It’s young, but you can tell by the body and the fruit-forwardness that it’s great. The color is so deep you can’t even see through it.
We use the "Garden State" name when we exhibit nationally and internationally because people sometimes have a hard time providing an unbiased sip when they hear "New Jersey." Most people don't remember every state's nickname, so it allows them to taste with an unbiased palate. People often picture the refineries in North Jersey, not the Garden State.
New Jersey’s American Viticultural Areas
The state of New Jersey is like a little California. California has over 150 American Viticultural Appellations. In New Jersey, we have four. Up north is the Central Delaware Valley AVA, then the Warren Hills AVA. Coming south, you hit the Outer Coastal Plain where we are, and at the bottom tip is the Cape May Peninsula AVA.
Regional Specialties and the 2024 Harvest
New Jersey used to be known for fruit wines like blueberry and cranberry, but we’re making real-deal wine now. The Outer Coastal Plain region has a specific wine called Coeur d’Est, which means "Heart of the East." Our winemaker, Peter, is on that board and takes it very seriously. We won a silver medal for our first year making Coeur d’Est.
The 2024 harvest is looking like the silver lining of the drought New Jersey just experienced. The climate was very similar to California. We’ve heard the Bordeaux region may have a challenging harvest, so we think demand for our wines will be quite high.
Devon Perry’s Professional Background
My background is a mix of business and nonprofit work. When I was graduating from business school, I met the CEO of the Philadelphia chapter of the American Red Cross. I had founded Drexel Women in Business and helped raise funds for the Red Cross through a 5K. I asked how they kept transaction costs so low, and he was so impressed that I knew what that meant that he hired me as the Electronic Marketing Manager.
A few months later, Hurricane Katrina hit. I called the CEO at 11:00 p.m. to ask if I could call Google. We had so many missing people and phone lines were down. We created a strategic partnership between the Red Cross, Google, and Comcast called Katrina Search, which is now called People Search. It allows people to check in at shelters so family members can find them.
The Power of Radical Hospitality
I have these ideas and I share them with Bill to get his blessing. Some ideas work and we have full industry support; others we beta test. These are mom-and-pop businesses. People like Bill and his wife are dedicated to high-quality experiences. This radical hospitality seems simple because everyone is so passionate, which makes my job easier.
A Family Legacy of Business Excellence
I come from an incredibly hardworking family. My mom's father made window coverings at Bleecker Blinds in Philadelphia. My dad’s father, Joseph Segel, was the founder of the Franklin Mint and QVC. Dinner table conversations were always about business. My "Bubby" used to say you should always wear lipstick and earrings because you never know when a talent scout is around. I became the woman I am because of that dedication.
My grandfather, Joseph Segel, was very grounded and logical. There was excellence, or you just didn't do it. There was nothing to argue about; you either did it well or not at all. He was a fearless consensus builder. He launched the practice of disclosing shipping and handling costs to the consumer prior to purchase. People thought it was a bad business decision at the time, but he was dedicated to transparency. He was always proud that I was willing to sit next to him and do the work.
Learning Through Failure and Resilience
You don't get a bank to work with you unless you can demonstrate a track record, and you don't get that by succeeding every time. You get that by failing and being relentless in figuring out why. My family story is full of business failures, including a five-star smoke-free European hotel that nobody wanted to go to. It was a lesson in timing; if you launch prematurely, you’re going to have a lot of challenges.
New Jersey Wine Month and Industry Unity
We have so many events all over the state. At NewJerseyWines.com, we aggregate every event at every winery to take the thinking out of your weekend plans. We also recently coined November as New Jersey Wine Month. It’s a milestone because the government officially proclaimed it with a formal document.
I’ve met some really great friends in this industry, including Scott Donnini at Auburn Road Vineyards. It’s a brotherhood. While we all want to sell our wine and get into the same liquor stores, what’s good for one is good for everyone. The Garden State Wine Growers is the place where competition is taken off the table.
A Collective Vision for the Future
We are fearless promoters of all New Jersey wineries. Owners share "crib notes" on how to handle weather challenges or heat waves. They taste each other's wines and talk about marketing to help each other improve. Our thrust is that we all belong on the table.
We are just getting warmed up. We want to take a clustered approach with partnerships between wineries to ensure the public has a memorable time. I haven't had a New Jersey wine that I haven't liked. Cheers to New Jersey wine!
