A Fork in the Road at the Foreign Affair Winery

Len Crispino’s dream of introducing appassimento style wines in Ontario had become a reality with his opening of the Foreign Affair Winery in 2008. A financial and critical success in its first years of operation the winery was now facing some challenges including increased competition and declining sales in its most profitable channel of distribution. Approached by his landlord with the idea of opening a restaurant at his winery, Crispino must consider if this is the best course of action to ensure his continued success in the marketplace. Issues of decision-making including motivation, risk and return on investment all play a part in addressing this issue.