Andre Xavier knows booze tourism. As owner of Cville Tours, he’s seen what banding together can do for co-located breweries like those on Route 151.
So when Xavier helped open Patch Brewing Co. in Gordonsville, he got together with other purveyors of fine beverages and branded their alliance Route 231. Along with Patch, the founding members included Keswick Vineyards, Castle Hill Cider, Merrie Mill Farm & Vineyard, Early Mountain Vineyards, Barboursville Vineyards, Thistlerock Mead Company, Virginia Foothills Distillery, and the yet-to-open Southwest Mountain Vineyards.
Route 231 officially launched as a branded destination last April, and Xavier says the co-promotion has been successful, with several other wineries since joining the portfolio. He says that, in addition to bringing folks to one place for multiple tipples, Route 231 is about collaborating on best practices, sharing lessons learned and resources, and finding ways to give back to the community.
“What separates us is the diversity of our offerings, but also the commitment of our members to being stewards of the land and embracing agri-tourism,” Xavier says. “Alcohol obviously is the main thing, but the food, the culture, the way of life—those are all critical.”