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The coronavirus pandemic shutdown could not have come at a worse time for Richard Heritage.
His family-owned Jersey winery was on a roll. It had recently landed top ratings in the 90s from The Wine Advocate and Wine Enthusiast magazines for several of its wines.
His family’s 400-acre farm in the Mullica Hill section of Harrison in Gloucester County, owned by his parents, Bill and Penny Heritage, was finally stepping away from generations of primarily growing apples and peaches to exclusively growing grapes for its Pet-Nat sparkling rose and BDX French red blend and other champagne-like sparkling wines.
The next step was launching a high-end wine tasting room in historic Haddonfield, a town with Colonial-era pedigree and just enough snob-appeal to be chic.
Just days before nearly $80,000 in custom-made furniture and equipment was trucked in, Gov. Phil Murphy ordered bars, restaurants and similar establishments shuttered in an attempt to quell a pandemic.
Custom furniture is featured in William Heritage Winery tasting room in Haddonfield scheduled to open later this month.
But then a funny thing happened. Wine sales continued to spike, even with the Heritage Wines tasting room in Mullica Hill shut down for all but curbside pickup as the paint was still drying in the new place.
Customers continued to snap up wine in what Heritage said was a determined campaign to buy local and take advantage of curbside pickup. A social media post announcing plans to continue with the Haddonfield opening blew up with 50,000 impressions.
“It brought a tear to my eye,” Heritage said.
Despite the odds, the William Heritage Winery tasting room is eyeing an opening date before the end of the month, once they receive a certificate of occupancy. When they’re able to open the doors on the new digs, only curbside pick-up or walk-ins for purchasing — no tastings — will be allowed, until Murphy releases restrictions on non-essential businesses.
“This isn’t exactly how I wanted to open,” Heritage, 34, said. “The coronavirus took the wind out of our sails. But customers are going out of their way to support local a winery.”
The tasting room is in the 100 block of Kings Highway East, the main street of this walkable, leafy town with more than 10,000 trees in the public right of way within just under three-square miles. Haddonfield is in the midst of a public, outdoor sculpture campaign and has ranked among the top small towns in New Jersey by NJ.com and USA Today.
The William Heritage Winery is scheduled to open in Haddonfield later this month.
Heritage moved into the 900 square-foot location vacated by Kings Road Brewing Company, which had outgrown the spot in less than three years and moved into a larger location just down the street. Heritage calls the town a “dream” location, with a row of BYOB restaurants, crafts and clothing shops and locals with expendable incomes.
“We’ve got a lot of customers in this area who were coming to Mullica Hill to buy our wines,” he said.
Heritage said they did their homework before landing here.
“They seem to consume a lot of wine,” he said. “The trash cans outside of the restaurants are full of empty wine bottles at the end of the night.”
Haddonfield Mayor Neal Rochford said the wine tasting room and brewery are a good fit for his town, even though there hasn’t been a liquor license issued here in 147 years.
“I think it’s going to be a nice mix with the microbrewery,” Rochford said. “We’ve had very few issues and it has added life on the street. It’s a good draw.”
Rochford said recent state laws allowed microbreweries and wine-tasting rooms and bottle sales in sleepy towns like his without liquor licenses. Now he thinks it’s a win, win for everyone.
“Come into town with your wife, give her the credit card and sit in the brewery. It’s not a bad trade-off. Or she can give you the credit card and she can sit in the winery.”
Heritage thinks it could work both ways.
“Kings Road made a Saison beer in one of our chardonnay barrels,” he said. “They sold out in no time.”
The William Heritage Winery is located on Kings Highway East in Haddonfield, New Jersey.
Heritage features 28 different varieties of wine including chardonnay, merlot and sparkling wines. Prices range from $20 to $50 per bottle and discounts are available for wine club members and for other promotions.
Only four customers at a time will be allowed inside to purchase wine they can take home until virus restrictions are lifted and curbside pickup of preorders will be available.
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Bill Duhart may be reached at bduhart@njadvancemedia.com.
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