Mawby Sells a Half Interest

Michigan sparkling wine specialist will continue to expand with new partners
 
Suttons Bay, Mich. -- On Dec.18, 2008, Larry Mawby, owner of L. Mawby Vineyards in Suttons Bay, Mich., announced the sale of a half interest in his vineyard and winery to Stuart L. Laing, also of Suttons Bay. With his often-irreverent sense of humor, Mawby told Wines & Vines that "this gave me the opportunity to expand and have someone else do 70 to 80% of the work."

He went on to explain that the winery is now making between 8,000 and 10,000 cases per year of sparkling wine, and that Laing's investment will allow the winery to continue to grow to meet the demand for its wines. Larry Mawby will be the managing partner and winemaker. Laing will become active in the financial management of the business.

Stuart Laing moved to Suttons Bay and planted vineyards there after selling his steel fabrication business in Detroit and Ann Arbor. He has been selling grapes to Mawby from the time his vineyards came into production, and will now expand the Laing family vineyards. Laing's wife Sharon has been working in the tasting room for several years and will become more involved in retail sales. Two of their sons, now in their 20s, are interested in the business. Mike, who has worked at the winery as well as helping with the harvest in New Zealand, will be increasing his responsibilities at L. Mawby Vineyards. Pete, their other son, is in banking in Richmond, Va. "We're not quite ready for him yet," Mawby said.
 
 
Larry MawbyL. Mawby Vineyards has been producing wine since 1978 and marked its 30th anniversary last year. Initially the winery produced only estate grown and bottled wines, but now the winery makes only sparkling wines. The first méthode champenoise, or traditional-method sparkling wines, were made in 1984 and are sold under the L. Mawby label.

In 2004 Mawby made his first cuvée close, or tank-fermented wines; these are sold under the M. Lawrence brand. The M. Lawrence wines now account for between 60% and 70% of the winery's sparkling wine production, and sales are expected to double.

Mawby recently purchased a new building to be used for the production of the L. Mawby traditional method sparkling wines sold under the Leelanau Peninsula appellation. This will permit doubling the pressure tank capacity at the existing winery. All retail sales and tasting room facilities will remain at the present location.

Sales have been increasing from year to year. The majority of dollar sales are made through the tasting room, but the majority of the volume is sold through distributors in Michigan and five states. The winery's marketing became much more focused after it began producing only sparkling wines.

Concern about being tied to a local and regional economy led to a conscious decision to move toward geographical diversification. Interestingly, L. Mawby Vineyards now exports 100 cases a year to Denmark. "Knowing that our wines are exported makes customers feel more comfortable, Mawby said. "It's about bragging rights."