When hard times hit, true resilience shines.
But what does resilience truly mean for your business?
For Three Brothers Wineries & Estates, it meant leaning into direct-to-consumer shipping — a strategy that boosted its revenue by 800%.
When the COVID-19 crisis hit and its stores closed, the brand did not just give up.
Instead, they responded creatively and proactively to turn adversity into opportunity, leading to unexpected growth.
In our interview, Three Brothers Wineries & Estates Marketing Director Katharine Warner shares the brand’s story of resilience.
She also explores:
- Sustainability as the cornerstone of Three Brothers Wineries & Estates’ philosophy
- Risk-taking as a core part of the brand’s identity
- The concept of 'Brotherhood Beyond Blood' and what it means to the brand
Who Is Katharine Warner?
Katharine has been at the helm of Three Brothers Wineries & Estates’ marketing team since 2009. She has a B.S. in Business Administration from Le Moyne College and is a passionate marketer whose expertise has been instrumental in shaping the brand’s identity and expanding its reach, making Three Brothers a beloved name in the Finger Lakes region and beyond.
Sustainability has always been a cornerstone of Three Brothers Wineries & Estates’ philosophy.
“It’s not only about crafting great wine; it’s also about caring for the natural beauty and resources that make the Finger Lakes such a special place.
While the New York Wine and Grape Foundation's Vineyard Sustainability certification is relatively new, we've been dedicated to sustainable farming practices since we opened our doors in September 2007,” Katharine explains.
She highlights that completing the certification process has provided the company with a formal way to showcase its commitment to consumers and reinforce its brand identity.
“Our environmental stewardship extends beyond the vineyard, encompassing our relationships with the local community.
Our guided vineyard and cellar tours provide opportunities to educate visitors about our sustainable practices and inspire them to become more environmentally conscious,” she adds.
She also emphasizes that the brand is happy to assist local sustainability initiatives like the Finger Lakes Craft Beverage Environmental Coalition's Wine Bottle Recycling Program when opportunities to participate arise.
The Power of Experimentation in Growing a Beverage Brand
Katharine says that diversification is a key aspect of sustainable business growth as it helps better manage risk, create revenue stability, and expand market reach:
“As a farm, we’re subject to the whims of nature, which can vary greatly from year to year. By offering a diverse portfolio of wine, craft beer, hard cider, and soda, we are able to lean on one brand over another if needed,”
Katharine shares that she recently listened to a podcast featuring Momofuku Founder, Chef David Chang, and his definition of organic growth resonated with Three Brothers' own growth philosophy.
Chang described organic growth as “complete chaos.” Despite this, he emphasized that risk-taking is a core part of their identity at Momofuku, encouraging employees to make mistakes, experiment with new ideas, and learn from their experiences.
“At Three Brothers, we share this philosophy, fostering a culture where employees in every department, from production to marketing to accounting, are encouraged to thoughtfully evaluate their responsibilities, share suggestions for improvement, and learn from mistakes as stepping stones for future success.
Like Momofuku, risk-taking is an integral part of our company culture,” Katharine adds.
Finding Opportunity in Adversity
The COVID-19 pandemic forced Three Brothers Wineries to close its tasting rooms.
This influenced the brand’s eCommerce strategy to undergo a seismic shift in 2020 when online shopping became its primary revenue source, driving an astonishing 800% increase in sales that year.
“We quickly expanded direct-to-consumer shipping to over 25 states, a practice we continue to maintain.
Additionally, we introduced curbside pickup as a convenient alternative, which has evolved into in-store pickup, a popular option for local customers who prefer to shop after hours.
While the online sales boom of 2020 and 2021 was undoubtedly an anomaly, our sales have remained significantly higher than pre-pandemic levels,” Katharine explains.
She believes that one positive outcome of the pandemic is that consumers have become more accustomed to purchasing wine online, a trend that has continued to gain momentum.
Following their successful results, Three Brothers Wineries & Estates is working diligently to expand its direct-to-consumer shipping to all 50 states.
Attracting Eco-Minded Consumers Through Sustainable Wine Certification
Three Brothers Wineries & Estates recently underwent a rebranding effort with new label designs for its estate wines.
Hence, I was curious to hear from Katharine what motivated this change, and how they ensure the new branding remains consistent across all products and experiences.
She mentions that Three Brothers Wineries & Estates offers a diverse experience with three unique wine-tasting rooms and a microbrewery.
Each venue features a distinct theme and wine style:
- Stony Lonesome showcases vinifera-style estate wines
- Passion offers fruity blends alongside housemade wine slushies
- Bagg Dare specializes in fun, sweet table wines
“Prior to our rebranding, our estate wines were marketed under the Stony Lonesome label.
Given our frequent participation in wine competitions and media coverage, it made sense to rebrand Stony Lonesome as our flagship 3B design.
This new label reflects our commitment to quality, sustainability, and the shared spirit that defines Three Brothers,” Katharine explains.
Furthermore, Three Brothers Wineries & Estates was one of the first wineries in New York to be certified by the New York Wine and Grape Foundation for sustainability
Katharine says that this certification allows them to proudly display the Trustmark on all its estate wines, highlighting its environmental efforts and making it easier for eco-conscious consumers to find it.
But is sustainability just another passing trend?
Katharine disagrees, highlighting that it is a long-term commitment to the future of their winery and the Finger Lakes region.
“By investing in sustainable practices, we're preserving the natural beauty and resources that make this region so special, ensuring that generations to come can continue to enjoy its unique charm.
Businesses seeking sustainability certification should be prepared for a long-term commitment. It's not a sprint but a marathon, requiring dedication,” she adds.
Inside Three Brothers Wineries & Estates’ Strategy for Memorable Tasting Room Experiences
Katharine and I discussed the strategic initiatives Three Brothers Wineries & Estates has implemented to enhance the customer experience across its various tasting rooms and product offerings.
She explains that they’ve prioritized changes that were aimed toward creating a more enjoyable and welcoming experience for all. Some of these initiatives include:
- No-limo, no-bus policy: This decision was made to create a more relaxed and enjoyable atmosphere, directly enhancing the overall ambiance and customer experience.
- Seated tastings: Transitioning from crowded bars to seated tastings allows guests to enjoy a more comfortable, immersive experience.
- Opening a Welcome Center: The Welcome Center provides visitors with a warm first impression, as well as valuable information and recommendations, enhancing the guest experience right from arrival.
- Guided tours: Offering an exclusive look at production processes and vineyards provides an educational and unique experience for guests, enriching their connection to the brand and products.
The Power of Brotherhood in Fostering Creativity and Inclusivity
The concept of 'Brotherhood Beyond Blood' is central to Three Brothers Wineries & Estates.
Katharine explains that it is more than a tagline — it’s about celebrating diversity, inclusivity, and shared experiences.
“We value diversity, recognizing that different backgrounds and perspectives enrich our experiences.
It's about gathering with friends, raising a glass, and creating lasting memories. It's the laughter, the stories, and the camaraderie that deepen our bonds. Brotherhood is about celebrating our differences and finding joy in life's simple pleasures,” she says.
She believes that embracing diversity fosters creativity, encourages exploration, and promotes inclusivity, allowing the brand to welcome different perspectives, experiences, and ideas, driving innovation and understanding in the increasingly interconnected world.
“Embracing diversity enhances our adaptability, learning, and growth, ultimately enriching our shared human experience.
We strive to build a team that not only embodies our brotherhood philosophy but also lives it, resulting in a customer experience that we're proud to offer,” she concludes.
Three Brothers Wineries & Estates’ story is about resilience and adaptability.
It teaches other businesses that even the toughest challenges can be turned into opportunities for growth.
By leaning into direct-to-consumer shipping, committing to sustainability, and creating a unique brand culture, businesses can build stronger customer connections and thrive in uncertain times.
