In a down market like the one the wine industry faces today, wineries are taking different paths to adapt. Some pull back, reducing production or pulling vineyards. Others seek to acquire struggling wineries, consolidating to broaden their portfolio and leverage their production facilities. Another route is to premiumize their brands to rise above the fray and appeal to confirmed oenophiles with white glove winemaking and customer service. The other turn along the price path is to downgrade to a more affordable price to attract shoppers who are increasingly price-conscious in this economy. These are only a few of a bewildering array of choices for wineries, and the decision tree will take each winery owner or winemaker to a unique solution. Chris HollingsworthChris Hollingsworth, General Manager at Punchdown Cellars in Santa Rosa, outlines three reasons a winery might choose a custom crush facility like the one he runs. “An established brand might want to change facilities to tak