When news first hit about the COVID-19 outbreak, Susie Selby did not anticipate how much it would permanently change how she runs her winery in Healdsburg.
“I can't even imagine hosting a tasting room again,” Selby told the Southern California Record.
“We're being so careful now that we only accept credit cards over the phone and then for curbside sales, we leave the wine on the sidewalk and watch as our clients drive by and pick it up.”
Selby’s winery is among the 4,613 that are currently operating in the state, according to Statista.
“Tasting rooms will probably be by appointment-only going forward because we're all required to limit how many people are in a group at one time,” she said.
In addition to appointment-only wine tastings, Attorney John Holdredge foresees disposable wine glasses and sanitizing before and after each wine tasting group comes through.
“There was, at one point, discussions about all clients coming into a tasting room being temperature screened,” Holdredge told the Southern California Record. “But because of some push back on that idea, it will likely only be an expectation for employees.”
While Gov. Gavin Newsom has eased restrictions for low-risk retailers, stay at home orders are still active and tasting rooms remain closed along with bars, nightclubs and brewpubs. As a result, wineries have been forced to find new ways to bring wines to consumers.
“As soon as the governor allowed restaurants to offer take-out, he allowed curb-side pick up for wineries,” Selby said in an interview. “Wine production hasn’t changed except for new safety protocols like masks, gloves, sanitizers and social distancing. We’ve been allowed to continue to work in vineyards and in wine production facilities.”
As previously reported, Gov. Newsom on Friday announced the re-opening of low-risk retail stores as part of Phase 2, including clothing, books, music, toys, sporting goods, florists and all of the associated logistics and manufacturing related to retail.
"Retail stores are allowed to operate across the spectrum," Gov. Newsom said during a press conference on Facebook Live on Thursday, May 7, 2020. "We will allow regional variation but only after self-certification of particular criteria that will allow even further implementation of our Phase 2. The data says it can happen but we recognize as we begin to modify behaviors, community spread may occur and, if that's the case and we do not have the capacity to control that spread, to trace that spread, to track that spread, to isolate individuals that may have been in contact with COVID-19, then we will have to make modifications anew."
As of May 9, 2020, the number of coronavirus cases throughout the state was 66,680 with 2,745 deaths compared to 288 cases in Sonoma County with 4 fatalities, according to the Department of Health.
Prior to the emergence of COVID-19, Sonoma County was listed by Fodor's as the 2nd best travel destination for wine lovers, according to Selby, and national distribution to restaurants made up 60% of her revenues.
That’s all changed.
“I’m replacing that income by selling directly to consumers and lately restaurants in country clubs and wine stores from all over the country are calling me about these interactive virtual wine tastings on Zoom,” she said.
As one of the very few female sole proprietors in the wine industry internationally, Selby is a pioneer in a male-dominated business but COVID-19 has been, by far, the trickiest foe and requires her to think outside the box.
“Servers will wear masks and it’s very important that they not touch the wine glass so we're going to have to retrain how we pour wine,” she said. “That's why disposable wine glasses are a good idea and then the person who's tasting will need to step away from the bar, at least six feet, to ensure social distancing.”
Wineries are eager to make such precautions work in the interest of public health but also to avoid the wrath of the Alcohol Bureau Control (ABC), which can impose fines, suspend licenses and call administrative hearings.
“If there is a chronic problem, you could lose your use permit,” said Holdredge, who also owns a winery around the corner from Selby’s. “Generally, the ABC is an incredibly powerful body and you don’t want to run afoul of their rules.”
But even with safety precautions in place, the wine industry will never be business as usual as long as the coronavirus is a threat.
“How do you smell and taste wine with a mask on,” Holdredge asked in an interview.
“The challenge is going to be finding ways to adapt to the situation and provide a fun and informative experience that is also safe for our guests and employees.”