Journal | January 6, 2026
third of a four-part series
1987
Marketing | Then and Now
Changes in winegrowing and winemaking evolved thoughtfully and intentionally. But marketing and sales were much more reactionary. There were no established paths to follow for new, small regional wineries. Initially we weren’t even sure who we were marketing to.
Then
In the 1980s very few Americans enjoyed wine. There was some curiosity and a few brave souls ventured out to tasting rooms and festivals. Neighborhood restaurant wine lists were populated with American Chablis, Hearty Burgundy, and White Zinfandel. High end restaurants listed French wine.
Our marketing was not so much a strategy as it was a scramble to whatever worked. Festivals worked and we were hungry. For our first few years we participated in every regional festival that allowed wine to be poured and sold. It was a good way of getting out there and reaching consumers. However it was certainly not what I wanted to do for the rest of my life.
Pick Your Own. Linden started its life as Linden Vineyards and Orchards. We grew “pick your own” heirloom apple varieties, blueberries and seedless table grapes. This provided cash flow and a steady flow of people. Some were interested in tasting wine.
Tours and tastings were free and on demand. No reservations. I vividly remember giving impromptu, long, in-depth tours, and personal tastings all to sell one $7.00 bottle of Seyval.
Linden sold to a few restaurants and shops. We packed up the minivan twice a month after calling for orders. There were a few French sommeliers that were intrigued with this emerging wine region and had the palate to decipher between good and not so good. They were supportive. But most restaurants didn’t have anyone on staff that knew much about wine. They were afraid.
Transition
Americans discovered wine. Marketing and sales were boosted by three cultural milestones.
In 1991 the 60 Minutes did a segment called the French Paradox which highlighted the benefits of drinking wine in moderation. Legacy television commanded an outsized impact then. Soon I was regularly asked for wine recommendations from everybody and anybody who knew that I was a winemaker. This was a seismic shift.
Americans became interested in all things local. The Locavore movement helped legitimize that local was good. Some restaurants even had a Virginia wine section which would have been unthinkable a decade earlier.
America started to travel. Mostly to Europe. Wine with a meal was normal. Even with lunch.
Increases in visitation to the winery presented new problems. We were overwhelmed. Our facility and our ability to handle the crowds on a busy Saturday afternoon came to the breaking point. I started feeling like I was back in festival mode. We had to initiate limits: charging for tastings, reducing group sizes, and giving club members preferential treatment.
We also hired a distributor. Northern Virginia traffic was becoming less manageable and our time was becoming more valuable. A distributor not only delivers the wines in a timely manner (especially important for restaurants), but their sales representatives take samples to accounts to taste.
Now
Achieving balance in the vineyard (just the right amount of leaves and clusters) and with each individual wine (harmony and seamlessness) has been our mantra for years. We’ve learned that marketing should not be an exception to this rule.
Linden’s comparative tastings are focused on terroir, vintage and age differences. They are led by highly trained and knowledgeable staff. Reservations make the experience civilized, educational and relaxed.
Our wines are now distributed to restaurants and shops by highly professional team who understands the best fit for individual accounts and Linden’s wine style.
Linden’s next generation has successfully navigated the regulatory labyrinth of out of state shipping and online sales. This has given us more access to a broader audience.
And this aging winegrower can spend more quality time tending his vines, thinking about how we can make even better wines, and writing about it.
Linden Vineyards / Learn More / Latest at Linden | Hardscrabble Journal: January 6, 2026