Aug. 19, 2024
378: Former Club Manager to Vineyard Innovator w/ Anthony Bilwin - von Stiehl Winery
Join us as Anthony Billwin, a seasoned hospitality professional, shares his compelling journey from managing prestigious hotels and country clubs, to becoming an innovator at von Stiehl Winery in Wisconsin. Anthony navigates us through his career shift just before the COVID-19 pandemic and the transformative developments at the winery, including the introduction of a distillery and a cidery, reflecting his unyielding passion for quality and creativity in the wine and spirits industry.
In this episode, we uncover the impressive evolution of von Stiehl, spotlighting its shift from sweet wines to high-end reds and the exciting new additions like a taste test tap system and a thriving cider taproom.
Discover the sustainable practices behind their distillery program, including the creation of grappa from leftover grape skins, and how AI-generated label designs are revolutionizing their branding strategy.
Anthony offers an insider's look at the winery's bold rebranding efforts and the launch of popular new cider flavors, promising an exciting future for von Stiehl Winery. Grab a glass and tune in for a toast to innovation and excellence in winemaking!
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Chapters
00:00 - Hospitality to Wine
13:17 - Exploring Growth and Wine Innovation
23:54 - Label Design and Branding Strategy
Transcript
WEBVTT
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Hey everybody, welcome back to the Private Club Radio Show podcast, the industry source for news, trends, updates and conversations all in the world of private golf and country clubs.
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Whether you're a consummate professional or brand new to the industry, welcome.
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We are glad you are here joining us.
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I'm your host, denny Corby.
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This is going to be a fantastic episode.
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I'm excited to dive in.
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If you have not done so already, make sure you sign up for our newsletter and head over to privateclubradiocom.
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You can't miss it.
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You're going to have to sign up.
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You can exit out, but don't do that.
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Sign up for the newsletter Super important.
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It means the world costs absolutely nothing.
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This episode is going to be a ton of fun.
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I have a good friend, an actual good friend.
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I know everybody I say on the show everyone's a friend.
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This is actually a good friend of mine from the club industry and is now at Vaughn Steel Winery in Green Bay.
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We'll bring on Anthony in a moment.
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Talk about the amazing wines and just the transition from working in hospitality and clubs and moving over to a winery and soon to be distillery.
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Got a lot of cool stuff going on there.
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Cannot wait to dive in.
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Before we get to the episode, just have a quick little notes from some of our show partners here on the channel.
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We have our friends Member Vetting, kenneth's the Member Vetting process.
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It's tremendous.
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That's what it's all about.
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And now it's last but not least myself, I'm one of the show partners who would have thought the Denny Corby experience magic, mind reading, comedy, crowd work.
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Want to learn more?
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Head over to dennycorbycom.
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That's dennycorbycom, and now private club radio listeners.
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Let's welcome.
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The man, the myth, the legend, mr anthony billwin.
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Anthony, how's it going?
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Buddy not too bad.
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Danny man, how are you?
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Long time no see my friend I know it's.
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it's been good, I think last time I saw you.
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Yeah, I think we hung out when I was up in Green Bay.
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Yeah, yeah, that's good.
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Yeah, that's good.
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How are things?
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How are things?
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Things are good, dude, things are really good.
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You know, transition to the winery has been fun.
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I can't believe it's been almost five years now.
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It started just Started just before COVID hit, three days literally before COVID hit here I did the transition from Green Bay Country Club to the winery, but it's been awesome.
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Like you said, we're starting a distillery, we have a cidery going, you have the winery going.
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It's a lot of fun, man.
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So were you always in hospitality?
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Because I think you were always in hotels and hospitality and restaurants.
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You were at a smaller club in PA first right, weren't you at?
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I was at the Westmoreland Club in Pennsylvania.
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Weren't you at Pinehurst too, or no?
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Yep, yeah so my entire career has been hospitality, ever since I was about 16.
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So my mother worked directly for Marriott.
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She was an opening specialist for hotels and properties, and so that's kind of where I got the bite, so to speak, for hospitality.
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I and properties, and so that's kind of where I got the bite, so to speak, for hospitality.
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I knew hotels really wasn't the passion I wanted to go to, but I started in country clubs at 16 and played golf semi-professionally a little bit for about four years and then ended up going back to school, finished a degree, then went from Oakmont to Pinehurst, to Memphis, to back to Pennsylvania to the Westmoreland club, to the west, yeah yeah I forgot.
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And then eventually out here to wisconsin and then how did what?
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Was that whole progression?
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Because so, uh, when did you get more into wines?
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Let's, let's, let's start there, because I remember, even back, because I met you.
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You were at the, the westmoreland club fantastic club in, uh, northeast pa wooks, bear pa.
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Um, I was a member there for a bunch of years.
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It was just like a little too far away from me.
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It was like it's like 40 minutes and it's like you really can't have a good time unless you're getting like a uber or something else.
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You know, it's one of those you couldn't really like go a little um, but I was, I was young, but um, exactly Still cheaper than uh, the the the opposite.
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But um, is that where, like, the wine sort of started for you, or was it before that?
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No, it was before then.
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So, um, I went to La Cordon Bleu in Pittsburgh for hospitality management as well as culinary and we actually had classes in there.
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There was two separate wine classes so there was like an intro to wine.
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That I think was a 60 day class and honestly, I hated wine, hated wine before that class.
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But the way it was explained, the way it was shown, I'm nerdy by nature.
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That's just who I am.
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I love to geek out over things.
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So the way it was explained was more like geography and the technical side, the science side, not just hey, drink this because it tastes like this.
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So we went through that for 60 days and that kind of got me hooked, that I wanted to learn more.
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The second class that we had was a more in-depth class that was taught by a sommelier, michael Rainforth, and that was like we're going to go to France and we're going to learn every region and every grape in France and we're going to go to California and Italy and new world and old world, and that really set the tone.
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So when I got out of college and went to Pinehurst, that's where it solidified because they're like great, you know wine, we do a wine festival that you're going to help out with when you get to the country club.
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The wine program's yours, so you're going to write it, you're going to direct it, you're going to do all the wine and tapas.
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So we kind of pioneered it there and then it just grew.
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I mean you're tasting suppliers two, three, four times a month.
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I mean at one point in time I had a Bible.
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It was about a three inch or four inch thick binder that was all tasting sheets from everywhere, and that was that, to me, was the cool experience, and that really was the final hook that set it in.
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I said, yeah, let's, let's just keep going this way.
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Like what was it like at the Westmoreland Club?
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I love that club.
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It was awesome.
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I mean, don't get me wrong, it was hard, it was a lot of work.
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Right, you're a platinum and Emerald Club.
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I was the clubhouse manager, so basically, agm, you're running the day-to-day on it and you're a top 100 city club in the world.
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Your expectations are high, not just for yourself but through the members too, and I loved it.
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You had basically the Starbucks on acid right.
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We had the Nook underneath the steps where Danielle did incredible things with the coffee program and we had our own custom coffee, both decaf and regular right.
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So the whole exposure of everything customized at that level was incredible and honestly, I think I use that more today than almost any other lesson that I've pulled from hospitality or clubs.
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I use a little bit of the membership side because, again, we have a wine club.
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We have three separate wine clubs.
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That operates very similar to what we would do within a private country club.
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Right, we're not charging a monthly due, there's no initiation fee for the most part to get in, but there's still an obligation to the club, there's still a hospitality and there's still a communication to it.
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But the customization side from what I see now on the winery really is the separator for what we do.
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And what do you mean by the customization?
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So you know we're looking at a way to customize the club.
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But outside of that, when you come to our winery to get a tasting experience, it's not a preset selection of here's six wines.
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This is what you get to taste.
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We have 47 wines on our tasting guide so you can pick any of them.
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So it's a customizable, immersive education experience to where our staff is trained on all of it.
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They know the wines, they know the wine.
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Some of them know the wines better than I do or the production guys do, and it's just a cool experience that we get to tailor and customize.
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When they come in and you know you can come in with Michelle and you can come in a second time with a different group of people, and that experience is going to be a little bit different because it's dependent on who's there, right, so it gets tailored every time.
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The wine club we do a wine and cheese club so they get two bottles per quarter but we always pair it with a Wisconsin cheese, so there's a little bit of a customized option inside of there.
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So we just try to keep the options a little bit open.
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Give them some freedom of choice.
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And since you've been there, so you got there.
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What the day before the pandemic?
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I think we were joking about it too, because I was like oh, congrats on the new gig.
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And then it was like the pandemic hit three days later.
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I'm like, oh snap, what a time, what a time.
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But I mean I've just even just from watching the journey you and the winery have grown tremendously just in the past five years.
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I mean I don't even think there was cider and spirits, I think it was just wine when you were first there, right, when I first started we had a cider program but it was in its infancy, so it was maybe two years old.
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We were producing, I want to say it was around 4,000 or 5,000 gallons.
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Now we're at 24,000 gallons of just cider.
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We'll be over 30,000 predicting for next year.
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I mean that's growing like an absolute weed, which is awesome to see.
00:10:51.096 --> 00:10:53.923
But yeah, man, I started March 9th.
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Pandemic started March 12th, so it was great.
00:10:59.193 --> 00:11:02.166
But it was cool because you got to pivot right For me.
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I thrive in creativity, I love looking into the future to see what's coming.
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It was a bit of a challenge because during COVID you can't look into the future so much.
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It changes week to week to week.
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But the ability to pivot with what we did.
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You know how we changed tastings.
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I think we were one of the first wineries that were able to reopen and welcome guests back in because we changed how we did the tasting.
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We made sure everybody was six feet apart and no more than 20 or 30 people in our building.
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I think 20 was the max that we had.
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We tried to tailor some outside stuff.
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We brought the winery to people through virtual tastings and we ripped the blanket off or ripped the cover off and said if we can do it, let's do it and see what happens.
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And a lot of it stuck and those first two years we grew by about 15% every year.
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First two years it's cooled down slightly.
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We're about a 9% to 10% growth pattern right now, which is comfortable, definitely comfortable for us.
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With wine you don't want to grow too fast.
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You'll either grow out of inventory and you'll run out, or you'll have too much inventory and if the market cools down too much, now you're sitting on a ton of cash, so it's been a little bit more of a delicate balance.
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Is it still family owned?
00:12:20.054 --> 00:12:25.698
Yes, yeah, so we're technically two families.
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So it was founded in 1967.
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So we're the oldest licensed winery in the state.
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The Wisconsin wine industry started with Vaughn Steel Winery and it was by Dr Charles Steel, who was an actual physician in Algoma and he had orchards and he loved making wine.
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As a hobby he made apple and cherry wine and you know the joke is his wife got tired of him taking over the house with the wine and she gave him the ultimatum.
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She said either the wine goes or I go.
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So he found the building we're in, moved all the wine over there and then petitioned the state for the first winery license, got it.
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The rest is history.
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He sold it in 1983 to the current family, which is the Schmilings and at the time it was Bill and Sandy Schmeiling and then they sold it to their kids, eric and Brad, in 2003, and still owned by the same two brothers.
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That's cool, that's awesome.
00:13:16.628 --> 00:13:17.450
So what?
00:13:17.450 --> 00:13:20.846
What other types of growth and things have you have you done Like what?
00:13:20.846 --> 00:13:22.701
What other projects and cool like what?
00:13:22.701 --> 00:13:25.636
What have you been a part of that you're excited about?
00:13:26.937 --> 00:13:28.899
Well, I think for us it's a red wine program.
00:13:28.899 --> 00:13:55.583
We had it when I first started, but I think you know, with my knowledge of wine and then palate and then what we're able to do with our production team, I really think we've kind of pushed the boundaries for what a Wisconsin winery can do for high-end red wine and I think I sent you some of them, like the Alicante Boucher or like the big cabernets, like I'm sitting next to a super tuscan, which is the first blend that I did at the winery.
00:13:55.583 --> 00:14:04.557
Um, so I think that was the first thing that we really wanted to sink our teeth in to grow, because you know, if you come out here, most wisconsin winery, it's sweet wine and it's it's a wisconsin palette.
00:14:04.557 --> 00:14:07.860
Right, we drink the most brandy than any state in the US.
00:14:07.860 --> 00:14:13.967
Right, you go to Corbell and Corbell will point at half of the warehouse and say that's all Wisconsin Truth.
00:14:13.967 --> 00:14:15.009
Take the tour.
00:14:15.009 --> 00:14:15.910
100%.
00:14:15.931 --> 00:14:33.345
True, had five, now we have nine and we have a taste test tap that we rotate through every 60 days now, kind of as a way to gauge what people like.
00:14:33.345 --> 00:14:46.339
So if we hear rumblings that they like strawberry rhubarb, we'll make a low keg inventory, like 10 keg run of strawberry rhubarb, try it on tap and if it works great, let's run it again.
00:14:46.339 --> 00:14:52.157
If it really works a second time that's going to work in wholesale, let's go ahead and make it, and make it year round.
00:14:52.157 --> 00:14:52.999
So it's.
00:14:52.999 --> 00:14:57.923
It's an interesting thing that we get to do to test the market in our own backyard, which is pretty cool.
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Um started a tap room so we have our own little cider bar that has a flight of our spirits.
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It has flight of ciders.
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It's literally two doors down.
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That thing has grown like a weed.
00:15:09.677 --> 00:15:13.386
I think we're up almost 50% this year, which it's only been open.
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This is its third year.
00:15:14.417 --> 00:15:16.403
So year after year we're pushing that.
00:15:16.403 --> 00:15:20.940
But again, I think ciders and the cool thing right now is the distillery.
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I can't wait.
00:15:22.365 --> 00:15:24.011
We have some things.
00:15:24.032 --> 00:15:25.335
now Are you going to be distilling everything?
00:15:25.916 --> 00:15:26.676
Not everything.
00:15:26.676 --> 00:15:33.720
Wisconsin's not very big on vodka and gin and we're not really interested in distributing out of state right now.
00:15:33.720 --> 00:15:36.042
So it's what do we want to do in state?
00:15:36.042 --> 00:15:43.826
We have a farmer just north of us who is open to growing rye and wheat and stuff like that and he'll be able to mill it himself.
00:15:43.826 --> 00:15:46.508
But it's going to be bourbon, it'll be rye.
00:15:46.508 --> 00:15:47.749
We're all brown guys.
00:15:47.749 --> 00:15:49.210
All of us are brown guys.
00:15:50.210 --> 00:15:50.770
And brandies.
00:15:50.890 --> 00:15:54.692
It only makes sense to do brandy because we have grapes it just kind of makes sense.
00:15:54.692 --> 00:16:01.597
And then grappa because we always have a lot of red must or red skins left over.
00:16:01.597 --> 00:16:07.368
Instead of just pitching them and composting them, can we reuse them for another application, which would be Grappa, and then we'll oak age it.
00:16:07.368 --> 00:16:08.669
We have a huge oak program.
00:16:08.669 --> 00:16:12.202
I think we have 300, 320 barrels on site right now.
00:16:12.202 --> 00:16:14.508
That's a lot of barrels.
00:16:14.508 --> 00:16:15.938
Yeah, a couple, two, three.
00:16:16.761 --> 00:16:20.325
A couple, two, three, a couple two, three of them there.
00:16:20.325 --> 00:16:31.609
But no, so I'm holding right now because I saved it, because you sent me six bottles, two cabs, which were the first one was fantastic.
00:16:31.609 --> 00:16:35.662
I'm still saving this one, I'm probably going to have it tomorrow, but we liked all of them.
00:16:35.662 --> 00:16:36.565
It's very rare.
00:16:36.565 --> 00:16:42.283
They were all very and I'm not just saying that because I frankly don't care If I didn't like them.
00:16:42.283 --> 00:16:47.866
I'm like I'll flat out tell you, because everyone's palate's different too, even the, even the lights and the whites.
00:16:47.866 --> 00:16:52.041
We we're not big like white pete they were very good.
00:16:52.041 --> 00:17:00.139
The you sent uh, the, uh, the alberino yep that was good, that was very good.
00:17:00.179 --> 00:17:03.586
The blueberry was dangerous, very dangerous.
00:17:03.586 --> 00:17:09.788
I think it was the alcante all the alicante bouchette like that was a, I think I don't.
00:17:09.875 --> 00:17:14.304
I think that one was a little earthy yep, I think that was the earthy one.
00:17:14.304 --> 00:17:22.573
Um, then the old, old, old vines in that was good, um, but yeah, I think, just like the, the, the bouchette everyone call.
00:17:22.573 --> 00:17:25.903
Yeah, I hate pronouncing words, I don't know how to pronounce, but I think that was the only one.
00:17:25.903 --> 00:17:28.942
We're like, okay, like we were, you know, to picky.
00:17:28.942 --> 00:17:31.728
If anything, they're all surprisingly good.
00:17:31.728 --> 00:17:39.141
I shouldn't say surprisingly, but you know you, you sometimes you go to some of these you're like, all right, but no, they're all really good wines.
00:17:39.342 --> 00:17:53.811
Yeah Well thanks, man, and it's you know, the funny story is when I was looking to transition out of clubs and I was getting recruited to go to Von Steele, the headhunter called me and she's like hey, there's a winery in Wisconsin that I think you're going to be perfect for.
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