Plant City is weird. I mean that in the best way possible. Most people think of it as the place where you get stuck in traffic during the Florida Strawberry Festival, or maybe just a blur of green on I-4 between Tampa and Orlando. But if you pull off the highway and drive past the endless rows of produce, you hit something that shouldn't technically work: Keel and Curley Winery. It’s a farm. It’s a brewery. It’s a wedding venue. Honestly, it’s a masterclass in how to survive as a family business when everyone tells you that Florida grapes are, well, not great.
Joe Keel started this whole thing back in 1981. He was a blueberry farmer. That’s it. No grand visions of tasting rooms or charcuterie boards. But farming is a gamble. In 2003, he had a massive surplus of blueberries. He didn't want them to rot. So, he did what any resourceful person with a lot of fruit and a bit of curiosity would do—he turned them into wine. He started with just 10 cases. Now? They’re producing over 20,000 cases a year. It’s a massive operation that somehow still feels like you’re sitting in someone’s very expensive, very well-managed backyard.
The Truth About Fruit Wine at Keel and Curley Winery
Let's get the elephant out of the room. When serious wine drinkers hear "fruit wine," they usually roll their eyes. They expect something cloyingly sweet that tastes like cough syrup or a melted popsicle. Keel and Curley Winery does things differently. They aren't just dumping sugar into juice.
They use a process that treats the blueberry exactly like a grape. They ferment the actual fruit. This results in three distinct styles: sweet, semi-dry, and dry. The dry blueberry wine is a shock to the system for most people. It’s earthy. It has tannins. It actually tastes like a light Pinot Noir but with a distinct dark berry finish. It’s sophisticated.
But they didn't stop at blueberries. They’ve leaned into the Florida identity hard. You’ll find blends involving:
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- Key West Lemon
- Strawberry (obviously, it’s Plant City)
- Peach
- Wild Berry
- Tangerine
The "Fusion" series is where they get playful, mixing varietals like Moscato or Merlot with fruit juices. Is it a "fine wine" in the Bordeaux sense? No. Is it exactly what you want to drink when it’s 95 degrees with 90% humidity? Absolutely.
It’s Not Just a Winery Anymore
If you haven't been to the farm in a few years, you wouldn't recognize it. They’ve expanded into Keel Farms Agrarian Ales and Ciders. This was a smart business move. It turned a "ladies who lunch" destination into a full-blown hangout for everyone. The cider is particularly good because, again, they have the fruit right there. The Elderberry cider is a local favorite, but the Pineapple cider is the one that usually sells out first during the summer months.
The vibe is very "farm-to-table" without being pretentious about it. You’re sitting on a massive covered patio. There are chickens wandering around nearby. There’s a playground for kids. It’s one of the few places in Central Florida where you can grab a high-quality meal—their "Keel Burger" uses beef from local herds—and not feel like you’re in a tourist trap.
They also host the Blueberry Festival every April. It’s chaos. Good chaos, but chaos nonetheless. Thousands of people descend on the property to pick berries, listen to live music, and drink far too much cider. If you prefer a quiet experience, don't go during a festival weekend. Go on a Tuesday afternoon. The light hits the vineyard (yes, they do grow some grapes, mostly Muscadine and Blanc Du Bois) just right, and it’s actually peaceful.
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Why the "Agrarian" Philosophy Actually Matters
Sustainable is a buzzword that gets thrown around until it means nothing. At Keel and Curley Winery, it’s more about being "Agrarian." This is a fancy way of saying they try not to waste anything.
The spent grain from the brewery? It goes to feed the cattle on the farm. The water used in production is recycled for irrigation. They’ve managed to create a closed-loop system that makes sense for their bottom line and the environment. You can see the solar panels. You can see the bees they keep for pollination and honey. It’s a working farm first and a tourist destination second. That’s a rare balance to strike.
Most people don't realize that Florida’s soil is basically sand. Growing traditional wine grapes (Vitis vinifera) like Cabernet or Chardonnay is nearly impossible because of the humidity and a nasty little thing called Pierce’s Disease. By focusing on blueberries and hybrid grapes, Keel and Curley bypassed the struggle that killed off most other Florida wineries in the 20th century. They leaned into what the land wanted to give them.
Navigation and Logistics: What to Expect
If you’re planning a trip, here is the raw data you actually need. No fluff.
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- Location: 5202 Thonotosassa Rd, Plant City, FL. It’s easy to find, but GPS sometimes tries to take you through the back farm roads. Stick to the main paved exits.
- Reservations: On weekends, you need them. Seriously. Don't just show up at 1:00 PM on a Saturday and expect a table for six. You will be waiting for two hours.
- Dog Policy: They are very dog-friendly in the outdoor areas. You’ll see plenty of goldendoodles and labs lounging under the tables.
- The "Tasting" Experience: You can do a traditional flight. It’s the best way to figure out if you actually like dry blueberry wine or if you’re a "Sweet Toof" (the name of one of their popular blends) person.
The Business of the Farm
The transition from Joe Keel to his son, Clay Keel, marked a shift in the brand. Clay brought in the brewery and the focus on the "farm-to-bar" kitchen. This evolution is what kept the place relevant. While other local spots relied on nostalgia, Keel and Curley focused on quality control. They started canning their ciders and beers, which you can now find in Publix stores across the state.
That’s a huge deal. Getting shelf space in a major grocery chain is a nightmare for small producers. It proves that the product isn't just a novelty you buy while on vacation; it's something people actually want to drink at home.
The winery has also become a major employer in the Plant City area. They’ve managed to stay open and even expand during economic downturns by diversifying. If the wine isn't selling, the beer is. If the beer is slow, the restaurant is packed. If all else fails, they have a field full of blueberries that people will pay to pick themselves.
Actionable Tips for Your Visit
- Try the Gator Nuggets. People think it's a tourist gimmick, but they’re actually prepared well here. It’s the quintessential Florida appetizer.
- Buy the "Growler" or "Crowler." If you find a cider or beer you love, get it to go. Some of their small-batch releases never make it to the grocery store shelves.
- Check the Music Schedule. They have live music almost every weekend. It ranges from solo acoustic acts to full bands. It changes the atmosphere completely—go during the day for a chill vibe, or evening for more of a party.
- Mind the Season. If you want to pick blueberries, you need to be there in late spring (usually April/May). If you want strawberries, that’s earlier in the year. Check their social media before you drive out just for picking.
- The Gift Shop is Actually Good. Usually, winery gift shops are full of "Wine Mom" signs and dusty bottles. This one has local honey, handmade soaps, and actual farm-fresh produce depending on the week.
Keel and Curley Winery is a survivor. It’s a testament to Florida agriculture and the idea that "local" shouldn't just be a marketing term. It’s a place that smells like fermentation and fresh dirt, and honestly, that’s exactly what a winery should be. Whether you’re a wine snob or just someone looking for a cold beer under a big oak tree, it’s worth the detour.
To get the most out of your trip, aim for a weekday visit to avoid the crowds, and make sure to request a seat near the edge of the patio so you can watch the farm activity while you eat. Check their website for the current "on-tap" list, as their seasonal ciders change almost monthly.