Food for thought with a trigger warning – I’m sharing things I’ve heard winery owners say about their pandemic pivots. While it was maddening and extremely uncomfortable to make operations changes, owners are expressing gratitude for the take-aways that improved their businesses. Some shifted away from refundable tasting flights and now only sell tasting flights – significantly increasing sales. One client said, “Selling flights is my new religion!” Another colleague said, “It forced us to do things we had put off – and we’re better for it”.