Community Highlights: Meet Matthew Hexter of Evergood Adventure Wines

Today we’d like to introduce you to Matthew Hexter. 

Matthew, we appreciate you taking the time to share your story with us today. Where does your story begin?
When a beloved hobby explodes into a business, you know you are onto something! Almost 20 years ago, after many successful years of home roasting coffee and home brewing, Matthew Hexter, the founder and vintner of Evergood Adventure Wines, jumped into making wine. But he made wine with a twist: wine made from lemons, not grapes. Think refreshing 10% ABV “adult lemonades.” When his teenage son noticed a bubbly batch fermenting and said it looked like “pee,” an unforgettable name was born. Friends and neighbors loved Skier Pee so much that they inquired about ordering cases for gatherings like family reunions and bridal showers. Matthew and his family cashed out retirement funds and sold belongings to jumpstart opening their Palmer Lake winery. In June 2018, Evergood Adventure Wines launched with two flavors: Skier Pee and Snow Bunny (strawberry lemon). Best served over ice, customers across Colorado embraced the adventure wines for their low carb, low sulfites, and gluten-free ingredients — and of course, their delicious flavors! Since it’s more of a “red solo cup wine,” Evergood has been a frequent vendor at outdoor festivals like slopeside concerts, summer beer gardens, and foodie events, where tasters love the vibrant labels and outdoor-themed names. Bartenders mentioned the cocktail possibilities (margaritas, whiskey sours, mules, mimosas, palomas, and more) so Matthew added two cocktail recipes to every label. Like most businesses, Evergood faced significant challenges the past two years with lockdowns, supply chain, and staffing issues but Matthew and his team pivoted to add Winery Tours and in-state shipping. Responding to requests from Colorado restaurants, bars, and outdoor adventurers, Evergood recently introduced its wine in portable, single-serve cans. Next up in 2022, they plan to launch online can sales into 39 states. Evergood Adventure Wines currently offers five four citrus flavors: Skier Pee, Snow Bunny, lemon-lime Switch Stance, grapefruit Citrus Stomp and seasonal mulled Heart Warmer.

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
Struggles are part of life so how you respond to them matters. Whether it’s hiring, supply chain shortages, or partner issues, many decisions boil down to how you treat people. Early in the life of his winery business, Matthew created a list of core values for Evergood Adventure Wines. That list is people-centric because in the end, people matter the most. 

One big struggle during lockdowns was the total loss of “liquor to lips,” what Evergood Adventure Wines calls tasting events. Evergood relies on weekend liquor store tastings, outdoor festivals, and nonprofit fundraisers to pour their unique citrus wines for potential new customers. When all of those events were shuttered indefinitely, they introduced Winery Tour & Tasting events at their winery. Offered in small groups by reservation only, guests were eager to get out again and Tours quickly exceeded expectations. Guests loved the behind-the-scenes experience and after Tours, think of themselves as Evergood super fans! They share their love for adventure wines on social media, gift Tours to their friends, and volunteer to can our wines. It’s been a wonderful way to grow our tribe and an unexpected outcome from a tough situation. 

As you know, we’re big fans of Evergood Adventure Wines. For our readers who might not be as familiar what can you tell them about the brand?
Evergood Adventure Wines makes wines made from lemons, not grapes. Not for wine snobs since there’s no need to fuss over a meal pairing, these are drinkable adult lemonades: 8.6-10% ABV, gluten-free, vegan, low sugar, and low sulfites. With outdoor names and vibrant labels, Evergood hopes you enjoy them while you #celebratesharedadventure with your family and friends. With five four flavors (and more on the way!), the new single-serve cans truly make us adventure wines. We love them over ice and bartenders use them to craft crazy good cocktails. Our rapid growth across Colorado gives us the confidence to turn on direct-to-consumer online sales in 39 states soon in 2022, which is a huge next step for our family-owned business. 

As our brand grows, our goal is to take a slice out of the ever-expanding hard seltzer market. Like seltzers, our wines are perfect for health-conscious individuals but honestly, our wines taste much better. How do we know? We’ve watched the eyes of first-time tasters by the thousands. Understandably, no one has a mental box for what wine made from lemons, not grapes, tastes like because they’ve never tasted it before. Then you pour samples and watch their first reactions to sipping. Priceless! If White Claw can scratch out (pun intended) a following, so can citrus adventure wines! 

Can you talk to us a bit about the role of luck?
Zero. It’s all been hard work, sweat, lengthy conversations, wearing multiple hats, and God’s goodness. 

Pricing:

• Cans $4.99
• Heart Warmer pouches (seasonal) $24.99

Contact Info:

• Email: melanie@evergoodelixirs.com
• Website: https://www.evergoodadventurewines.com/
• Instagram: https://www.instagram.com/evergoodelixirs/
• Facebook: https://www.facebook.com/evergoodadventurewines

Image Credits:
John Fielder
Evergood Adventure Wines