Passion and lifestyle the real bottom line

The wine industry has been up against it in recent years. The soaring dollar has crimped the industry’s export capabilities. Aggressive offshore markets have demanded – and received – steep declines in the price for each litre of wine sold. Yet the number of wine producers has increased from about 900 in the mid-1990s to about 2600 now. (…) Many of those wineries aren’t in the business for a rational profit. They are in it for less rational, less measurable reasons: the lifestyle, the passion, the enjoyment.
The Sydney Morning Herald, 12 September 2011

read more: