Source: Thrive New York
Summary
Christy Counts launched Neverstill Wines in 2024, a New York-based label inspired by the Hudson River and Indigenous names for it. The brand focuses on cool-climate Finger Lakes wines, with a tasting room in Hudson. Counts, a former animal welfare advocate, moved from Oklahoma to New York, where she built her wine business. Neverstill produces limited runs of six wines, available in New York and Oklahoma. The brand emphasizes connection and community, with a design reflecting Hudson’s artsy-chic vibe.
Our Reading
The routine arrives with confidence.
Counts rebrands her past as a wine lover and animal advocate into a new career.
She sells the idea of reinvention as a personal journey, not a business strategy.
Her tasting room is a curated space for conversation, not just wine tasting.
Neverstill is less about the wine and more about the story of a woman who decided to start over.
Author: Evan Null
Christy Counts and the Art of Reinvention
Christy Counts, founder of Neverstill Wines, is a woman who knows how to reinvent herself. From Oklahoma to New York, she has built a life that blends her passions for wine, horses, and community. Her journey is not just about starting a business but about creating a new identity.
Counts’ story is one of transition and growth. She moved from animal welfare to winemaking, a shift that highlights her ability to adapt and evolve. Her background in Oklahoma, where she grew up, plays a significant role in shaping her vision for Neverstill Wines.
The brand itself is a reflection of her values. Neverstill Wines is not just about the product but about the experience. Counts wants her customers to feel connected to the land and the story behind each bottle. This connection is what sets her apart in a competitive market.
Counts’ decision to focus on cool-climate wines from the Finger Lakes region is a strategic move. It allows her to offer something unique that appeals to a growing audience looking for lighter, fresher wines. Her approach to winemaking is both sustainable and innovative.
Despite the challenges of starting a new business, Counts remains optimistic. She believes in the power of reinvention and encourages others to pursue their dreams, no matter their age or background. Her story is a testament to the idea that it’s never too late to start over.
The Power of Connection
One of the key elements of Neverstill Wines is the emphasis on connection. Counts believes that wine is more than just a drink; it’s a way to bring people together. This philosophy is evident in the design of her tasting room, which is meant to foster conversation and community.
Counts’ background in animal welfare has also influenced her approach to business. She values compassion and care, which she extends to her customers and the environment. This holistic view of business is what makes Neverstill Wines stand out in the industry.
Her commitment to sustainability is another aspect of her brand. By focusing on cool-climate wines, she is not only offering a unique product but also contributing to the health of the land. This aligns with her values and the values of her customers.
Counts’ story is not just about her personal journey but also about the broader message of reinvention. She shows that it’s possible to change paths and still succeed. Her experience serves as an inspiration to others who may be looking for a new direction in their lives.
Through her work with Neverstill Wines, Counts is creating a legacy that goes beyond the wine itself. She is building a community and a brand that reflects her values and vision for the future.
From Oklahoma to New York: A Journey of Growth
Counts’ journey from Oklahoma to New York is a testament to her resilience and determination. She left her home state to pursue new opportunities, but she never lost her connection to her roots. This duality is evident in her work with Neverstill Wines, which blends the charm of Oklahoma with the sophistication of New York.
Her move to New York was not just a geographical shift but a personal transformation. She found a new passion in winemaking and built a business that reflects her values and experiences. This journey is a reminder that change can lead to growth and new possibilities.
Counts’ ability to adapt to new environments is a key factor in her success. She has successfully transitioned from animal welfare to winemaking, showing that she is not afraid to take risks and explore new paths. This flexibility is what makes her a unique and inspiring figure in the industry.
Her story is also a reflection of the broader trend of reinvention. In a world where people are constantly seeking new opportunities, Counts’ journey serves as a reminder that it’s never too late to start over. Her experience is a source of inspiration for others who may be looking for a new direction in their lives.
Through her work with Neverstill Wines, Counts is not only building a successful business but also creating a legacy that will continue to inspire others. Her journey is a testament to the power of reinvention and the importance of staying true to oneself.
The Role of Community in Business
Community plays a vital role in the success of Neverstill Wines. Counts has built a brand that is deeply rooted in the values of connection and care. This focus on community is evident in her approach to business and her interactions with customers.
Counts’ background in animal welfare has shaped her understanding of the importance of community. She believes that businesses should not only serve their customers but also contribute to the well-being of the community. This philosophy is reflected in her work with Neverstill Wines, where she strives to create a positive impact.
Her commitment to sustainability and environmental responsibility is another aspect of her community-focused approach. By choosing to produce cool-climate wines, she is not only offering a unique product but also contributing to the health of the land. This aligns with her values and the values of her customers.
Counts’ ability to build a strong community around her brand is a key factor in its success. She has created a space where people can come together, share experiences, and connect over a shared love of wine. This sense of community is what sets her apart in a competitive market.
Through her work with Neverstill Wines, Counts is not only building a successful business but also creating a lasting impact on the community. Her story is a reminder of the power of community and the importance of fostering connections in both business and life.
The Future of Neverstill Wines
The future of Neverstill Wines looks promising as Counts continues to build her brand and expand her reach. With a focus on cool-climate wines and a commitment to sustainability, she is well-positioned to succeed in the competitive wine industry.
Counts’ ability to adapt and evolve is a key factor in the future success of her business. She has shown that it’s possible to change paths and still achieve great things. This flexibility is what makes her a unique and inspiring figure in the industry.
Her commitment to community and connection will continue to be a driving force behind the growth of Neverstill Wines. As she expands her reach, she remains focused on creating a positive impact on the community and the environment.
Counts’ story is a testament to the power of reinvention and the importance of staying true to oneself. Her journey from animal welfare to winemaking is a reminder that it’s never too late to start over and pursue new opportunities.
As Neverstill Wines continues to grow, it will be interesting to see how Counts’ vision and values shape the future of the brand. Her story is a source of inspiration for others who may be looking for a new direction in their lives.
