In the Door

The Financial Times just ran a long, expensive diagnosis of Napa Valley. Read it the right way and it is a to-do list for every owner-run winery outside Napa. Four moves, in order, and one thing to do this week.

The unit got too big. Why the 38-year-old who loved your wine never joined the club, why a discount is the wrong answer, and one thing to check at your own tasting bar this week.

Nobody has ever joined a wine club because of malolactic fermentation. Where emotion actually lives in your funnel, and a five-minute self-audit.

Younger drinkers are buying fewer bottles and better ones. For the right wineries, that is a window, not a crisis.

Your wine is excellent. Your website might be quietly working against you. Three common mistakes and how to fix each.

A wine club rarely falls off a cliff. It ages. Three places to start before your most reliable revenue runs out the clock.