Medlock Ames provided the problem statement that their club membership growth was plateauing but the winery needed to continue to increase sales. The areas of focus they suggested were increasing brand awareness through social media and increasing visitation to their winery to increase sales and membership sign ups. After reviewing their financial data, interviewing employees and customers, and conducting a quantitative survey with over 360 wine club members, we discovered areas that could give consumers more of what they wanted and improve the company financials. These included a greater variety of events, optimization of their sales spaces, different communications focuses, and improved cash conversion cycle and grape varietal allocation in their products.