Three Brothers Wineries and Estates: A Shared Outlook on Life

Katharine Warner is the Marketing Director of Three Brothers Wineries & Estates, a premier destination in the Finger Lakes known for its three unique wineries, microbrewery, and café. With a passion for storytelling and brand development, she plays a key role in shaping the guest experience and driving the winery’s vision of exceptional hospitality. Through strategic marketing initiatives, Warner helps highlight the estate’s diverse offerings, from handcrafted wines to innovative craft beverages, ensuring Three Brothers remains a top destination for visitors seeking a one-of-a-kind tasting experience. DeliveryRank offers you an exclusive interview.

Three Brothers Wineries and Estates offers three distinct wineries and a microbrewery on a single estate, creating a unique tasting experience. How did this concept come to life, and what strategies do you use to differentiate your offerings in a highly competitive wine industry?

The vision behind Three Brothers Wineries and Estates was to create a destination that caters to a wide range of tastes and preferences. Founders Dave and Luanne Mansfield wanted to offer more than a traditional wine tasting experience. They wanted to create a place where friends and families could come together to enjoy a variety of handcrafted beverages in a beautiful setting.

In 2007, when Three Brothers opened, the northeast end of Seneca Lake was a relatively undiscovered gem. Recognizing the limited options for visitors at this end of the lake, the Mansfields wanted to create a destination that would make the journey worthwhile. They knew that offering a single tasting room wouldn't be enough. The goal was to provide a diverse and engaging experience, so they developed the concept of a multi-faceted estate with distinct wineries and a brewery, giving guests ample reason to explore and linger. 

In an oversaturated world, differentiation is key. We differentiate ourselves by offering:

• Variety: We have a wide selection of wines, beers, hard ciders and non-alcoholic options.

• Experience: We offer a unique tasting experience that includes three distinct wineries, a microbrewery and café all on one estate.

• Atmosphere: Our estate is set on 40 acres of pristine vineyard with views of Seneca Lake.

• Events: We host a variety of events throughout the year, such as live music, food pairings, and festivals.

We are constantly innovating and looking for new ways to improve our offerings. For example, we are in the process of launching a canned sangria brand called Singria.

Sustainability has become a significant focus within the wine industry. Can you share how Three Brothers Wineries and Estates incorporates sustainable practices in its vineyards, production, or business operations, and what challenges or opportunities you’ve encountered in doing so?

At Three Brothers Wineries and Estates sustainability has always been a cornerstone of our philosophy.  It’s not just about producing high-quality wine; it is about preserving the natural beauty and resources that make the Finger Lakes region so special. 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 2007. Completing the certification process has provided us with a formal way to showcase our commitment to consumers and reinforce our 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. When opportunities arise to participate in local sustainability initiatives like the Finger Lakes Craft Beverage Environmental Coalition's Wine Bottle Recycling Program (https://www.3brotherswinery.com/pages/sustainability) we are more than happy to support.

The wine industry has been shifting towards experiential marketing and interactive experiences for consumers. How has Three Brothers Wineries and Estates adapted to this trend, and what role do events like tastings, tours, or seasonal activities play in building customer loyalty?

In 2020, we made the decision to eliminate bus and limo tours on the estate. We immediately noticed a positive shift in the energy, and frankly, we loved the change. Our commitment to a no-limo, no-bus policy is rooted in our desire to create a more welcoming and enjoyable atmosphere for both our staff and guests. That same year, we introduced seated tastings. Previously, crowded bars were the norm, but now customers can sit back, relax, and savor our products while enjoying the beautiful Finger Lakes scenery.

In 2021, we opened a Welcome Center on the estate to provide visitors with a warm welcome, information about our offerings, and recommendations for other attractions in the Finger Lakes region. The Welcome Center creates a positive and informative first impression that our guests value. 

Last year, we introduced Guided Tours, offering an exclusive behind-the-scenes look at our production processes. Led by an expert guide, participants embark on a journey through our vineyards and production facilities, gaining a deeper appreciation for the dedication and craftsmanship that goes into creating Three Brothers and War Horse Brewing products. These guided tours are ideal for craft beverage enthusiasts, curious minds, or anyone seeking a unique and informative experience.

Located in the Finger Lakes region of New York, your winery benefits from a unique terroir. How do the climate and soil characteristics of the region influence the types of wines you produce, and how do you communicate the story of the region’s terroir to your customers?

The Finger Lakes region, and specifically our location on the northeast end of Seneca Lake, offers a truly unique terroir. Our cool climate is moderated by the deep waters of Seneca Lake. This "lake effect" helps to extend the growing season, preventing early frosts in the fall and moderating temperatures in the winter. This growing season allows our grapes to ripen slowly and develop complex flavors, while the cooler temperatures help maintain crucial acidity, resulting in wines that are both flavorful and balanced. It's particularly beneficial for our Rieslings, which are a flagship variety of the Finger Lakes and thrive in these conditions. The lake effect also minimizes the risk of winter freeze damage, which is vital for the health of our vines. The soil here is just as important. We primarily have a mix of shale, gravel, and limestone, which are well-drained. This type of soil stresses the vines, encouraging them to produce smaller, more concentrated grapes with intense flavors. The limestone contributes to the minerality that's often characteristic of Finger Lakes wines, adding another layer of complexity. These lean soils also contribute to lower yields, which further concentrates flavors in the grapes.

The wine industry faces challenges like changing consumer preferences, competition from international wines, and the rise of alternative beverages like craft beer and hard seltzers. How does Three Brothers Wineries and Estates stay ahead of these challenges, and what are your predictions for the future of the industry?

One of our founding principles has always been diversification. 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.

At Three Brothers Wineries and Estates, we see the challenges of a shifting landscape not as threats, but as opportunities to innovate and refine our approach. Here's how we're staying ahead of the curve:

• Understanding Consumer Preferences: We invest in market research and pay close attention to trends. We know that consumers are increasingly interested in experiences, sustainability, and variety. That's why we focus on creating a memorable tasting room experience, highlighting our sustainable practices, and offering a diverse portfolio that includes not just wines, but also craft beers, hard ciders and soon Singria, a canned sangria launching March 1st, 2025.

• Competing with International Wines: The Finger Lakes region is producing world-class wines that can stand toe-to-toe with the best from anywhere. We emphasize the unique terroir of our region, the cool-climate viticulture that allows us to grow exceptional varieties, and the craftsmanship that goes into every bottle. We focus on quality and authenticity—telling the story of our vineyards and our winemaking process. We also recognize that many consumers are interested in trying wines from lesser-known regions and are actively looking for unique wine experiences. This plays to our strengths as a Finger Lakes winery.

• The Rise of Alternative Beverages: We embrace the fact that consumers have more choices than ever. Instead of viewing craft beer and hard seltzers as competition, we see them as complementary. We offer these beverages ourselves! Our microbrewery allows us to cater to a broader range of tastes and create a destination where everyone in a group can find something they enjoy. This diversification also helps us attract a wider audience to our estate. We also offer non-alcoholic beverages and food options. We're creating a destination that is not just about wine, but about community and enjoying time together.

• Direct-to-Consumer Sales and Online Presence: We've invested heavily in our website and online store, making it easy for customers to purchase our products from almost anywhere in the United States. We actively engage on social media to connect with our audience, build relationships, and share the Three Brothers story. This direct connection with consumers is essential for building brand loyalty and navigating the changing retail landscape. We also offer club memberships with exclusive benefits for our top fans.

• Experiential Marketing: We understand that today's consumers are looking for more than just a product; they want an experience. That's why we host a variety of events throughout the year, from live music and food pairings to vineyard tours and educational workshops. We want to create a welcoming and engaging atmosphere where people can relax, learn, and connect with our brand.

My predictions for the future of the wine industry:

• Hybrid experiences: Tasting rooms are becoming more than just places to sample wine. They are evolving into destinations that offer a variety of experiences, including food, music, events, and educational opportunities. We're embracing this trend at Three Brothers.

• Growth of direct-to-consumer sales: Providing a seamless online shopping experience is crucial.

• Emphasis on authenticity and storytelling: Consumers want to know where their wine comes from and the story behind it. Wineries that can effectively communicate their values and their passion will resonate with consumers.

• Increased diversity and inclusivity: The wine industry is becoming more diverse, both in terms of the people who make wine and the people who drink it. This is a positive trend that will continue.

• Continued focus on sustainability: Consumers are increasingly concerned about the environment, and wineries that prioritize sustainable practices will have a competitive advantage.

At Three Brothers Wineries and Estates, we're confident that by staying adaptable, embracing innovation, and focusing on the needs and desires of our customers, we'll continue to thrive in this exciting and ever-evolving industry.

If you would like to find out more about Three Brothers Wineries and Estates, please visit https://www.3brotherswinery.com/