The Lake Michigan region is often known for its stunning shoreline and blue water views. The region also has been known for its unique wine-growing features that draw in oenophiles.

When it comes to the current wine market, Jenn Wozniak, marketing project manager at Tabor Hill Winery & Restaurant, Buchanan, Mich., explains the continued shift toward experience-driven hospitality, with consumers seeking approachable wines, destination-style experiences and lifestyle-focused brands.

“Within the Michigan wine industry, there is growing momentum around cool-climate wines, wine tourism and experiential offerings that combine wine, food, live music and hospitality into a more immersive guest experience,” Wozniak says.

Tabor Hill recently expanded its fan-favorite Demi-Sec line with a Raspberry Rosé Demi-Sec and a Peach Demi-Sec. The Demi-Sec line is known for its approachable, fruit-forward style and easy-drinking versatility, the company said in a statement at the time of the release. With this launch, Tabor Hill also unveiled an updated label design across select wines.

“The refreshed Demi-Sec collection helps Tabor Hill stand apart by elevating a category that is often overlooked from a design perspective,” Wozniak shares. “While demi-sec wines are approachable and fruit-forward, we wanted the packaging to communicate the same level of quality and craftsmanship found in premium dry wine collections. The new labels bring a more contemporary, sophisticated look to the shelf while maintaining strong approachability for consumers.”

By pairing elevated designs with wines that continue to resonate with a broad audience, the marketing project manager says Tabor Hill is creating a unique bridge between accessibility and premium positioning.

Inspiration for the refreshed label design came directly from the brand’s desire to better connect the visual identity of Tabor Hill to the place where the wines are grown, she shares.

“We began by looking at the defining features of Southwest Michigan — the rolling vineyard landscape and the influence of Lake Michigan — and explored ways to translate those elements into a clean, modern design system,” Wozniak notes. “The result is a label built around subtle linear patterns, a refined color pallet and copper foil accents that create a premium feel without losing a sense of authenticity. Every design decision was intended to reinforce both quality and a strong sense of place.”

The label was intentionally designed to tell the store of the Lake Michigan Shore American viticultural area (AVA), she adds.

“The lines across the upper portion of the label represent the rolling vineyard hills that define the region, while the softer lines below evoke the movement and influence of Lake Michigan,” Wozniak explains. “Together, these elements create a visual representation of the landscape that shapes our wines. The overall design balances regional identity with a modern aesthetic, allowing the wines to feel distinctly Michigan while standing confidently alongside premium wine brands from more widely recognized growing regions.”

The two new offerings in the Demi-Sec collection build upon the success of the Tabor Hill Demi line, presenting an exciting opportunity to further elevate a collection of wines that has delighted the community for more than a decade, Wozniak says.

“The introduction of Peach Demi-Sec and Raspberry Rosé Demi-Sec was driven by a desire to bring bright, fruit-forward offerings to the portfolio, ensuring the lineup continues to provide a diverse and approachable selection of wines to suit a wide range of tastes,” she explains.  

Going forward, one of the biggest goals for Tabor Hill is to continue evolving the guest experience while building excitement for some larger long-term plans in motion for 2027.

“Were placing a greater focus on some of our more exciting varietals, including Cabernet Franc, Riesling, sparkling wines and other cool-climate expressions that continue to showcase the strength of Michigan winemaking,” Wozniak says. “At the same time, we’re beginning to re-envision the restaurant with a stronger farm-to-table culinary direction, placing greater emphasis on seasonal ingredients, regional sourcing and more intentional wine and food pairing experiences that reflect Southwest Michigan’s agricultural landscape.”

Overall, she expresses that the brand is refocusing back on its Michigan wine roots and reinforcing Tabor Hill as a world-class winery with more than 40 years of history, rooted in the Lake Michigan Shore AVA and committed to hospitality, innovation and showcasing the future of Michigan wine.

“Tabor Hill Winery and Restaurant has always been about more than just wine, it’s about creating memorable experiences rooted in hospitality, community and the beauty of Southwest Michigan,” Wozniak concludes. “As one of the pioneering wineries in the Lake Michigan Shore AVA, we’re proud of our history, but we’re equally excited about where we’re headed.”