Finger Lakes Pioneer Glenora Wine Cellars Sold to Wine Festival Organizers

Glenora Wine Cellars, one of the pioneers of small Finger Lakes wineries, has been sold by its owners to FLX Family Winery, LLC, a company led by brothers Brian and Kevin Lilly, natives of the Finger Lakes. Neither party disclosed the purchase price, but Glenora was listed in 2022 at $10.8 million.

While the Lilly brothers’ primary business is Lilly Broadcasting—a television and radio company based in northwestern Pennsylvania—they have steadily expanded their New York ventures, including Lilly Family Farm in Hector and Horseheads Brewery in Horseheads. They have also founded and operated wine festivals across New York, Pennsylvania and Ohio, championing local wineries and regional American wine culture.

In an interview with Wine Spectator, Brian Lilly said they were drawn to Glenora’s legacy, prime location and long-term potential. Their goal is to “focus on stability, creativity and refinement rather than growth.” They have retained the current staff and anticipate no operational changes. “The integration has been seamless,” Lilly said, adding that he looks forward to sharing Glenora with “the locals, loyal customers and our new family.”

A Pioneer in Finger Lakes Hospitality

Located on Seneca Lake, Glenora was a pioneer of small wineries in the region, established at a time when the Finger Lakes was home to large corporate wineries that were shifting operations to California, leaving small growers without a home for their grapes. Independent grape growers Gene Pierce, Eastman Beers and Edward Dalrymple and businessman Howard Kimball founded the winery in 1977, soon after the passage of New York’s Farm Winery Act, legislation designed to reinvigorate the New York wine industry by allowing grower-producers to sell directly to the public. Scott Welliver became Pierce’s sole partner not long afterward.

What began as a modest property with a few vineyards and a small sheep barn has grown over five decades into a major regional presence. “Nearly 50 years ago, the industry looked very different,” said Pierce. “Our vision was to grow grapes, make wine and capitalize on what we saw as a growing tourism opportunity.”

Glenora's adjoining inn has been a prime destination for visitors exploring Finger Lakes wineries. (Courtesy Glenora Wine Cellars)

Today, Glenora produces an average of 40,000 cases per year—nearly ten times its inaugural output. It owns 60 acres of vineyards and buys fruit from 10 acres farmed by other growers. The portfolio offers an array of wines, including Riesling and Chardonnay, as well as American hybrids such as Cayuga, Geneva Red and Seyval.

Glenora’s biggest impact has been as a pioneer in wine-country hospitality. In 1987, the owners opened a small cafe. In 2000, they created a 125-seat restaurant called Veraisons and a 30-room inn, which helped attract visitors as the Finger Lakes started becoming a winery tourism destination. Despite the estate’s ambitious growth, Pierce says, preserving the land’s open character has always been a priority: “We avoided overdevelopment, keeping it a place where visitors can enjoy the beauty and tranquility of the site.”

But recently, Pierce and Welliver recognized that selling the company was necessary to ensure a smooth transition to new leadership. Though still deeply attached to the business and the industry, they felt it was time to pass the torch. “We wanted a buyer with demonstrated success in other ventures and the ability to continue the trajectory we had established,” said Pierce.

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