I don't know about you, but to me, being a sustainable winemaker means getting paid.
And for that to happen, you have to sell your wines.
REAL SUSTAINABILITY, the kind where you keep getting paid, so you can keep being a winery owner ... THAT's sustainability. But it requires selling your wines, which is the part of the business you thought would be much easier, as long as you made good wine.
Making wine, as you know, is an art and a science — but selling it is the hard part.