Why is it so difficult for many wineries to consistently sell their wine? Perhaps, it is because they are behaving more like an artist in an art studio instead of a business selling a product. What do I mean? Let's take a look.
One of the fundamental rules of business can be summarized in this way.
"Find out what people want to buy and make that thing for them."
This is at the core of how capitalism creates value for the world. Customers speak with their dollars about the products they want to exist and businesses are compensated for creating that product for them.
This is the opposite of what an artist does. Artists create the thing that they wish to create. Then they hope and pray that someone can sell it. The effect here can be startlingly original and insightful works of art. It can also be why the phrase 'starving artist' is a cliche.
We live in a time when many independent wineries are suffering slowing sales, shrinking distribution channels, and the pain of deep discount online retailers. Rarely, do they understand why.
There may have been a time in the American Wine Business when winemakers could make anything their hearts' desired and sell it all. Those days are passing quickly, if they aren't already gone.
None of this means that we need to sacrifice originally and quality. That isn't the point here.
If we want the independent wine scene in America to continue, we need a generation of wine entrepreneurs that inject a little more business acumen into their 'art studios.'
