If you’re running a tasting room and your main focus is selling wine… you’re already behind.

I know—that sounds a little harsh. But stick with me.

Because the most successful tasting rooms I’ve seen (and the one I’m working to build myself) aren’t winning because they pour the best Pinot Noir or have the prettiest vineyard views.

They’re winning because of how people feel when they walk through the door.

In the heart of every great tasting room is something more important than beautiful views or award-winning wines — it’s culture. Specifically, a culture of honor.