The Museum Of Modern Art Reopens With NY Wine On Display

One of the most vexing situations that has faced the New York (NY) wine industry for generations has been weak or lack of acceptance and presence in the state’s premiere city. Several years ago, under its then president, Jim Trezise, the largely state-sponsored promotional agency, the New York Wine and Grape Foundation www.newyorkwines.org (NYWGF), responsible for promotion, research, and capacity building, figured the time had come to meet the big city head-on. When taking on a big task, patience pays, and that’s why the NYWGF president today, Sam Filler, keeps the program alive.

NY wine is seen throughout the five boroughs more regularly than ever because through direct access to the state’s wines, NY City retailers and restaurateurs have been made aware of the major strides the local industry has made over the past twenty years, all the way to world-class status. The promotional program that brings the wine to buyers through tastings, special events and visits to wine regions is called NY Drinks (it has been largely funded by the Genesee Valley Regional Market Authority). 

One of the participants in the NY Drinks program has been the Union Square Hospitality Group (USHG), an outfit which has invested in NY wine from its beginnings as a Danny Meyer restaurant, The Union Square Café. The restaurant was among the earliest to highlight NY wine, and by the glass, too.

Today, USHG operates the Museum of Modern Art’s (MoMa) Carroll and Milton Petrie Terrace Café. Now tourists and locals who frequent the museum as well as its highly regarded cafés have access by the glass to no fewer than six wines produced in NY State. The program at MoMa began just ten or so days ago, and it potentially opens the six NY wines to 3 million-plus legal drinking-age visitors each year, from the world over.

For now, the six wines represent just two of the half-dozen NY American Viticultural Areas (AVA): Finger Lakes (FL) and Long Island (LI), three from each. FL is represented by Lakewood Vineyards, Silver Thread Vineyard and Keuka Spring Vineyards and LI’s wineries include Bridge Lane by Lieb Cellars, Macari Vineyards and Paumanok Vineyards. 

This wine program gives both the NYWGF and USHG a major right to crow. Responsible for the decision to feature NY wine at MoMa’s café, wine director,

Courtney Wieland, said she is, “…personally and professionally interested in what is happening in New York’s wine and grape growing scene right now. With many people visiting the museum every day from around the globe, we’re excited to offer visitors the opportunity to have a taste of what is happening within New York’s exciting wine regions.” 

The NY Drinks program also promotes visits to the wine regions, which Wieland and a staff sommelier had done recently and, as they say, the rest is history.

NY GF brand ambassador, Paul Brady says he has known Wieland from a sommelier tasting group he attended a few years ago. He also had previously worked at USHG,

“…I knew the company had an interest in New York wines because of both the locality and quality. Because of our shared interest in wine made here in New York, I made sure Courtney was invited to our various events throughout the city. Eventually the timing worked such that she could come on one of our trade trips to the Finger Lakes with me.”

MoMa’s full-service Terrace Café and is on the 6th floor and is open throughout the museum’s visiting hours. The café offers a mix of tables and casual counter seating, as well as seasonal outdoor seating on the terrace.