Bully Hill Vineyards

Bully Hill Vineyards is a winery and vineyard in the Town of Urbana, roughly two miles north of Hammondsport, New York, in the Finger Lakes American Viticultural Area. The property is associated with the Taylor family, whose involvement in grape growing and winemaking in the region dates to the late nineteenth century. Its modern identity emerged in 1970, when Walter S. Taylor and Greyton H. Taylor established Bully Hill after Walter’s departure from the Taylor Wine Company. The land has an earlier connection to Taylor winemaking. In 1920, the Taylor Wine Company moved its winery away from the property to obtain more room and reliable utilities, and the original site was sold to Lloyd Sprague. During Prohibition, grape juice was sold from the property in small wooden barrels. The packaging reportedly included instructions warning consumers that improper handling could cause the juice to ferment into wine. Walter and Greyton Taylor reacquired the property in 1958 and created Bully Hill Farms. They gradually converted plantings of native American grapes to French-American hybrid varieties, helping develop those grapes for New York State production. Over approximately twelve years they built a winery on the site, making Bully Hill one of the early small estate wineries established around Keuka Lake after Prohibition. After Greyton Taylor’s death in 1971, Walter inherited his ownership interest. Bully Hill became particularly well known because of a prolonged legal conflict over Walter Taylor’s use of the Taylor name. Following the Taylor Wine Company’s merger with The Coca-Cola Company, the company sued Bully Hill in 1977. A federal court restricted the use of “Taylor” and related marks on Bully Hill labels, packaging, advertising, and promotional material, although later rulings allowed Walter to use his signature subject to disclaimers and detailed limitations. The dispute generated substantial publicity, and Walter used humor, public appearances, and the image of a goat to build a memorable independent identity around Bully Hill. The brand’s visual character remains closely linked to Walter Taylor’s drawings and irreverent storytelling. The property combines commercial winemaking with tourism through an on-site restaurant, wine shop, gift shops, tours, tastings, the New York State Wine Museum, and the Greyton H. Taylor and Walter S. Taylor Art Gallery. The winery is described as producing more than 200,000 cases annually and offering more than 40 wine selections, making it one of New York’s larger wine producers. Its wines have been distributed in approximately 30 states. Bully Hill also markets through sports and motorsports relationships. It has served as an official wine partner of professional sports organizations and teams including the Buffalo Bills, Buffalo Sabres, Nashville Predators, Carolina Hurricanes, and Boston Red Sox. The company has also maintained a long-running presence in NASCAR-related sponsorship, especially at Watkins Glen International and through associations with NEMCO Motorsports and driver Ron Fellows. Bully Hill remains an active New York winery whose proposition combines regional wine production, hospitality, family history, art, and a highly recognizable founder-centered brand story.

Bully Hill’s site has roots in the Taylor family’s long involvement in New York grape growing and winemaking. In 1920, the Taylor Wine Company relocated its winery from the property to a larger site with more dependable access to water and electricity. The former property was sold to Lloyd Sprague. During Prohibition, the site was used to sell grape juice in small wooden barrels. The labels reportedly carried explicit warnings explaining how consumers could accidentally allow the juice to ferment into wine. The Taylor family returned to the property in 1958, when Greyton H. Taylor and Walter S. Taylor bought it back from Sprague and established Bully Hill Farms. They began replacing native American grape plantings with French-American hybrid grapes, varieties that were still developing a commercial role in New York. Over the following twelve years, the two men built a winery on the land. This work helped make Bully Hill one of the first small estate wineries in the Keuka Lake area to emerge after Prohibition. The modern winery was formally founded in 1970. In May of that year Walter Taylor was dismissed from the Taylor Wine Company, and he and Greyton established Bully Hill. Greyton died in 1971, leaving Walter with his ownership interest. Walter subsequently helped establish a wine museum and became an outspoken advocate for New York-grown grapes. His criticism of producers that used grapes from outside the state contributed to controversy within the state’s wine industry. Walter’s public persona became central to Bully Hill’s identity. In response to rumors questioning his judgment, he undertook a promotional tour known as “Johnny Grapeseed.” His campaign defended both his products and his approach to winemaking. He also used self-deprecating humor and visual art to distinguish the new winery from the established Taylor Wine Company. That distinction became legally necessary after the Taylor Wine Company merged with The Coca-Cola Company. In 1977, Taylor Wine sued Walter and Bully Hill over the continued use of the Taylor name. A federal district court initially barred Bully Hill from using “Taylor” or confusingly similar wording on labels, packaging, advertising, and other promotional materials. Bully Hill’s sales and visitor traffic reportedly rose during the dispute as media coverage drew attention to the winery. A later appellate ruling permitted Walter to use his signature under a disclaimer stating that he was not connected with or a successor to Taylor Wine. On October 5, 1979, the restrictions were made permanent and were accompanied by detailed conditions governing the size and presentation of his signature and the handling of prohibited materials. Walter responded to the conflict with theatrical humor. On November 8, 1979, he returned restricted labels and other promotional material to Taylor Wine’s facility, attracting spectators and organizing a celebratory event at Bully Hill afterward. The goat became a recurring symbol of his response, summarized in the phrase that Taylor Wine had taken his name and heritage but had not taken his goat. His drawings continued to appear on Bully Hill labels and helped form the brand’s recognizable design language. In 1982 Bully Hill filed the trademark Space Shuttle Rose. NASA contested the filing, but the Trademark Trial and Appeal Board denied NASA’s action in 1987. This episode added another distinctive chapter to the winery’s history of unconventional branding. Bully Hill developed beyond a production site into a visitor destination. The property includes a restaurant, wine shop, gift shops, tours, tastings, a wine museum, and an art gallery dedicated to Greyton and Walter Taylor. Reference material describes a portfolio of more than 40 wine selections, annual production above 200,000 cases, and distribution in roughly 30 states. The winery has been described as the second-largest wine producer in New York State, although the applicable comparison and date are not specified in the available material. The brand has also used event marketing and sponsorships to reach consumers beyond the tasting room. By 2022, it was associated with sponsorships involving five professional and nine minor-league sports teams. Listed professional relationships included the Buffalo Bills, Buffalo Sabres, Nashville Predators, Carolina Hurricanes, and Boston Red Sox. Bully Hill has additionally maintained a substantial NASCAR-related presence, including sponsorship activity at nearby Watkins Glen International and associations with NEMCO Motorsports and Ron Fellows. Today, the winery’s identity rests on Finger Lakes location, New York grape culture, estate and regional wines, hospitality, art, and the enduring story of Walter Taylor’s legal and promotional battle over his family name.

• 2022

  Sports sponsorship portfolio is reported

  [1]Bully Hill Vineyardsen.wikipedia.org

  Bully Hill was reported to sponsor five professional and nine minor-league sports teams.

• 1997

  Bully Hill appears in NASCAR sponsorship activity

  [1]Bully Hill Vineyardsen.wikipedia.org

  Reference material identifies Bully Hill as appearing on racing machines and in NASCAR-related sponsorship from 1997 onward.

• 1987

  NASA trademark challenge is denied

  [1]Bully Hill Vineyardsen.wikipedia.org

  The Trademark Trial and Appeal Board denied NASA’s action concerning the Space Shuttle Rose mark.

• 1982

  Space Shuttle Rose trademark is filed

  [1]Bully Hill Vineyardsen.wikipedia.org

  Bully Hill filed a trademark for Space Shuttle Rose, later facing an unsuccessful challenge from NASA.

• 1979

  Restrictions on the Taylor name become permanent

  [1]Bully Hill Vineyardsen.wikipedia.org

  The court imposed detailed permanent restrictions on how Walter Taylor’s name and signature could appear in Bully Hill marketing.

• 1977

  Taylor-name litigation begins

  [1]Bully Hill Vineyardsen.wikipedia.org

  Taylor Wine Company sued Bully Hill over Walter Taylor’s use of the Taylor name and associated identity.

• 1971

  Walter Taylor assumes Greyton Taylor’s ownership interest

  [1]Bully Hill Vineyardsen.wikipedia.org

  After Greyton Taylor died, Walter Taylor inherited his shares in Bully Hill.

• 1970

  Bully Hill Vineyards is founded

  [1]Bully Hill Vineyardsen.wikipedia.org

  Walter and Greyton Taylor founded Bully Hill after Walter left the Taylor Wine Company.

• 1958

  Taylor family reacquires the property

  [1]Bully Hill Vineyardsen.wikipedia.org

  Greyton H. Taylor and Walter S. Taylor bought the property back and established Bully Hill Farms.

• 1920

  Taylor Wine Company leaves the original property

  [1]Bully Hill Vineyardsen.wikipedia.org

  The Taylor Wine Company moved its winery to a larger site with more reliable utilities, and the property later associated with Bully Hill was sold to Lloyd Sprague.

A regional New York winery positioned around Finger Lakes provenance, estate production, family winemaking heritage, accessible wine tourism, distinctive artwork, and the humorous independent persona created by Walter S. Taylor.

• Wine · 1970

  Bully Hill wine portfolio

  Bully Hill produces a broad portfolio of New York wines associated with the Finger Lakes region and its estate. Reference material describes more than 40 selections. The winery’s historical role in converting native American grape plantings to French-American hybrid varieties is an important part of its product identity, although the available source does not provide a complete current varietal or label list.

• Rosé wine · 1982

  Space Shuttle Rose

  Space Shuttle Rose is a Bully Hill wine name that became the subject of a trademark dispute with NASA. Bully Hill filed for the mark in 1982, and NASA’s challenge was denied by the Trademark Trial and Appeal Board in 1987. The available reference does not establish the product’s current availability or detailed formulation.

• Winery hospitality

  Bully Hill visitor experiences

  The Bully Hill property extends beyond packaged wine to include tours, tastings, a restaurant, a wine shop, gift shops, a wine museum, and an art gallery. These facilities connect the brand’s commercial offering with Finger Lakes tourism and the Taylor family’s winemaking and artistic heritage.

• 2022Professional and minor-league sports partnerships

  United States

  Bully Hill was reported as the official wine of the Buffalo Bills, Buffalo Sabres, Nashville Predators, Carolina Hurricanes, and Boston Red Sox, alongside sponsorships involving additional professional and minor-league teams.

  Outcome. The partnerships broadened the winery’s consumer reach through sports hospitality and regional fan communities.

  Source
• 1997NASCAR and Watkins Glen sponsorships

  United States

  Bully Hill developed a long-running motorsports marketing presence, including sponsorship of racing vehicles and events associated with Watkins Glen International. Its history included relationships with NEMCO Motorsports, Ron Fellows, and other drivers and series.

  Outcome. Motorsports became a recurring regional and national visibility platform for the winery.

  Source
• 1977Publicity campaign during the Taylor-name dispute

  United States

  Walter Taylor used media appearances and public events to draw attention to the legal dispute with Taylor Wine Company and to frame Bully Hill as an independent winery defending its heritage.

  Outcome. Reference material reports that sales increased from $650,000 in 1977 to more than $2 million in 1980 and that visitor numbers rose after the media campaign; the available material does not provide a source URL or clarify the accounting basis, so these figures are not treated as verified financial data here.

  Source
• 1970Johnny Grapeseed tour

  New York State

  Walter Taylor used a public tour known as “Johnny Grapeseed” to defend Bully Hill, respond to rumors about him, and promote the winery’s emphasis on New York wine and grapes.

  Outcome. The tour contributed to Walter Taylor’s highly distinctive public persona and to Bully Hill’s unconventional brand identity.

  Source

• 1977

  Continue branding without unrestricted use of the Taylor nameOther

  Background

  Taylor Wine Company brought legal action after its merger with The Coca-Cola Company, arguing that Bully Hill’s use of the Taylor name conflicted with its rights.

  Action taken

  Bully Hill removed or obscured the Taylor name from product materials and relied increasingly on Bully Hill, Walter Taylor’s art, humor, and public storytelling.

  Aftermath

  The dispute strengthened consumer awareness of Bully Hill while resulting in permanent court limits on use of Walter Taylor’s name and signature.

  Source

• 1970

  Establish an independent wineryStrategy

  Background

  Walter Taylor left the Taylor Wine Company in May 1970 after several generations of Taylor family involvement in winemaking.

  Action taken

  Walter and Greyton Taylor formally founded Bully Hill Vineyards as a separate winery on the family property.

  Aftermath

  Bully Hill developed its own estate, visitor facilities, artwork, and independent brand identity.

  Source

• 1958

  Shift toward French-American hybrid grapesStrategy

  Background

  The Taylor family was rebuilding the property as a small estate winery in the Finger Lakes after reacquiring it.

  Action taken

  Walter and Greyton Taylor began converting native American grape plantings to French-American hybrid varieties.

  Aftermath

  The change supported Bully Hill’s role in developing and commercializing hybrid grape varieties in New York State.

  Source

1. 1Bully Hill Vineyardsen.wikipedia.org
2. 2Bully Hill Vineyards official websitebullyhill.com