Pictured above: The author mentoring Cana Vineyards winemaker, Melanie Natoli, many years ago.

By Doug Fabbioli

There has been a pretty significant shift in the job market. It’s getting harder for many people to find jobs and many are facing RIF’s. So, may I suggest an alternative to corporate or government employment? Perhaps in the field of agriculture and or winemaking?

As a coach for hire, or consultant, with 45 years of experience in the wine industry, my best successes are teaching the next generation the macro and micro lessons of how to build, maintain and sustain a wine business. I say sustain rather than thrive because we all know how challenging this industry can be due to a host of issues including weather, labor, plant diseases, sanitation, social media, consumer trends, zoning issues, taxes, packaging materials, climate change, tariffs, micro bacterial issues, equipment breakdown, refrigeration, customer preference, high capital needs, building maintenance, landscaping and a whole host of other challenges. But, as new folks decide to enter the industry, there will always be a need for the teacher, trainer, and mentor for the next generation of vintners or owners.

Some operations are smaller and the technical work of farming and winemaking will be done by the owner. Others are on a larger scale where the winemaker or farmer may be hired or contracted. One thing is for sure, the owner of an operation needs to understand and be effective at selling wine. Wine consumption has dropped over the last 5 years and we need to work harder at sales if we want our businesses and industry to survive. I will never claim that I am a skilled salesman of anything, but teaching the importance of sales and marketing is what I can do.

I look at my clients and realize that most of them have the next generation involved in their business in some way. Two of these clients have college graduate twenty somethings as full-time employees of the business. My job, along with helping the business work, is to teach these folks where they can impact the business now as well as what they need to learn for the next few rounds. I try my best not to expect people to be experts at everything. But as the owner, or the heir apparent, you need to learn enough of everything so you know how to address the problems. Also, the mentee needs to find those job areas or specialties that they can focus on to be the expert. Grower, tasting room manager, winemaker, business manager, events manager, outside sales and other positions have their own needs and skill sets. Defining, owning and honing these skill sets, will ensure the business will be successful.

Succession to the next generation is never easy. But with good guidance, patience and training, the process can be smooth and successful. I am honored to have taught and mentored as many folks in this industry. It is important to me that the Virginia wine culture and industry continues on for generations to come. Please continue to purchase and enjoy your local craft wines. You make a difference in keeping our farms growing and prospering.

About the Author: Farmer, winemaker, entrepreneur, educator, and leader, Doug Fabbioli has been accelerating the growth and quality of Virginia’s wine industry since 1997. With his wife Colleen, Doug is the owner/operator of Fabbioli Cellars in Leesburg, VA. He is the founder and director of The New Ag School, which focuses on teaching the next generation of farmers and agriculture-related leaders. No wonder they call Doug Fabbioli the Godfather of DC’s Wine Country.