Rural Winery Resiliency and Sustainability through the COVID-19 Pandemic

The COVID-19 pandemic has adversely affected the tourism industry worldwide, including the wine industry in the western U.S. due to mandated winery and tasting room closures, followed by restrictions on capacity and food- and drink-handling once wineries reopened. In California, tasting rooms were fully closed from mid-March to mid-May 2020 and could not have visitors indoors through to October 2020. Hence, this study examines the resiliency of wineries in minor California wine regions, including the challenges faced during the pandemic, strategies used to sustain their business, and the attributes of their operation which contributed to success. Data were collected through structured in-person interviews with five wineries in minor California wine regions, specifically Russian River Valley and Sierra Foothills. The four themes which emerged include: lifestyle business; market differentiation; direct marketing; and the effects of COVID-19. These wineries are primarily family-owned, which gives them the ability to control costs and make decisions rapidly. They did not have a large workforce or multiple layers of management, allowing them to pivot quickly to adjust to the regulatory environment. This study on rural winery resilience during the COVID-19 pandemic will assist rural tourism operations in dealing with social and economic shocks in the future.