This episode is a return flight to the Okanagan Valley at a time when this largest wine-producing region of British Columbia faces acute challenges, and as wine producers there grapple with how best to weather the storm and move towards long-term business sustainability. Tania’s guest is John Skinner, proprietor of Painted Rock Estate Winery. Since opening in 2009, Painted Rock has developed a strong following (domestically and internationally) for its red wines made from Bordeaux varieties. Mother Nature confers great beauty on Painted Rock’s iconic and spectacular site, but can also dish out high heat units in the summer and huge temperature swings in the winter. Tania and John discuss severe crop damage resulting from the Okanagan Valley’s extremely cold temperatures in December 2022 and January 2024 and how this will affect production in the short and long term, including aspects around determining how and which crops should be re-planted. The conversation also touches on internal Canadian trade barriers arising from recent steps taken by the regulator in Alberta to stymie online “direct to consumer” sales channels between BC wine producers and Albertan residents. Wine is farming, but it’s also business. This episode also considers how a brand needs to be earned (not assumed), reasons for getting product on the world stage, modifying your business plan to build a robust and supportive wine club, and powerfully continuing the customer journey both through winery visits and in the digital space. Looking forward, what can (or should) the Okanagan Valley’s 2030 and 2040 plan look like?