Michigan By The Bottle expands local wine downstate

By Ross Boissoneau

Sun contributor

Taylor and Sam Simpson know wine. They were brought up in the business, and today Simpson Family Estates includes Aurora Cellars, Good Harbor Vineyards and Harbor Hill Fruit Farms.

So, too, do Geoff Hamelin and his parents Paul and Marty Hamelin, who have owned and run Verterra Winery since 2007.

Now the two families have teamed up to showcase not only their wines but those of more than a dozen other wineries from across the state. They have purchased Michigan By The Bottle. The tasting rooms in the metro Detroit area offer patrons the chance to try wines from all around Michigan.

“The mission is to bring Michigan wines to more consumers,” says Taylor. “It’s not limited to the Leelanau Peninsula. It’s all AVAs.”

The unique collaboration includes wineries from across Michigan wine regions, including Leelanau Peninsula and Old Mission, Southwest Michigan, Mid-Michigan and Tip of the Mitt. The unique approach enables customers to sample a variety of Michigan wines without ever leaving their table.

There are currently three Michigan By The Bottle locations, with a fourth coming by fall. Original owners Cortney and Shannon Casey debuted the concept with the first location in Shelby Township in 2012. That was followed by Royal Oak and Auburn Hills. Simpson says the fourth location, in Lake Orion, will debut later this year.

Verterra was one of the first wineries showcased by the tasting rooms. “There were six from across the state in the first room. We’ve been with them since the beginning,” says Paul. “We grow all our grapes in Michigan. That was one of their criteria.”

He says that following the pandemic, the Caseys decided they wanted to move on and approached the Hamelins about purchasing the business. They were immediately interested but decided they needed to interest others to make it work.

“Geoff and I said we need partners. That’s where Taylor and Sam came in,” Paul says. They had worked together in various ways for years, and share the same winemaker, Drew Perry.

The idea appealed to the Simpsons. “None of the Simpson Family Estates wines were part of it,” says Taylor. “I always thought it was a great concept and loved the mission.”

She says that every winery works to differentiate its wines from the others, from the style to the grapes used to where they’re grown. Michigan By The Bottle enables consumers to experience all those differences without having to travel all across the state.

But that doesn’t mean they don’t want people to experience their individual wineries and tasting rooms. In fact, they see that as a reasonable goal. “Bringing people up here … that’s a 2026 initiative,” Taylor says.

“That’s a central strategic thought,” agrees Paul. They see Michigan By The Bottle locations developing a customer base downstate that then ventures to this area as a logical next step. “That’s why the four of us decided to buy. Absolutely that will happen.”

In the meantime, providing those who live downstate the opportunity to try wine from Brys Estate, Rove Winery, Chateau Chantal, Blustone Vineyard, Verterra Winery, Aurora Cellars and others, and then purchase ones they like, gives them an advantage they wouldn’t have otherwise. “You can go to any wine shop or grocery store, but rarely can you taste before you buy,” Hamelin says.

One change they’ve already made is to coordinate the selections so each of the tasting rooms offer the same wines. “All 15 (wineries) are licensed in each location,” Paul explains, noting that wasn’t the case previously.

He also says they plan to add additional tasting rooms, but they have no concrete locations or a timeline in mind. “We’re researching many markets. Should the right space become available we’re ready,” says Taylor.

They also plan to host events at the tasting rooms, from wine dinners to talks and presentations by the owners and winemakers the tasting rooms represent. “Live music, trivia, food trucks, a variety of activities, including more dinners and hearing from different winemakers,” says Taylor.

“All the efforts are to expand (the market) and get the word out,” adds Paul. “As the Michigan population of wine drinkers expands, they will purchase more and more Michigan products.” That will mean more jobs for Michigan, more revenue and a growing economy.

“It is happening. There are more things to accelerate (the process).”