Its following grew quickly, an audience that trended much more toward millennials who found the atmosphere, facilities and beverages to their liking. Within a few years, the winery would evolve into The Vineyard and Brewery at Hershey, with the addition of cider and then craft beer to the menu. It was unique, fun and progressive; just for years having Wilson dress up as a grape named Merlot Mike gave it another marketing tool that tend to be overlooked in a generally staid industry.
“I have been blessed to take on their vision while keeping things fresh and new,” Day said recently. “There is not a decision made that does not focus on growth. Our customer experience is the most valued aspect of our business and we seek to better that experience through our products, concerts, and the atmosphere of our establishment.”
Still, Day noted that the patio expansion was completed in mid-2021 and the winery hosted two smaller, more intimate concerts, the first with Marc Roberge from O.A.R. and the second with the Gin Blossoms. She said that four similar events are planned for this summer as well as a “pumped up” Decked-Out Live! concert series featuring four tribute bands .
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