October 16, 2026 (Columbia, CA) — With U.S. wine sales down 23% from 2020 and many independent wineries operating without profit, business coach Donald Nay has launched The Winery Profit Reset™, a 120-day, hands-on program built specifically for independent winery owners in California, Oregon, and Washington.
The program is organized around a simple claim: a winery is rarely losing money everywhere — it is leaking profit in one place. Owners work through nine modules in sequence — profit triage, finding the true bottleneck, the direct-to-consumer engine, the tasting room as a profit center, premium pricing, vineyard and cost economics, channels that pay, partnerships and licensing, and the owner’s own role — with one-on-one guidance throughout.
“Nobody is addressing the winery crisis head-on, so I am,” said Nay. “This isn’t a bad cycle to wait out. The wineries making money right now aren’t the ones with the best wine — they’re the ones with the best business. That’s a system, and systems can be installed.”
Nay brings an operator’s background to the work: he ran licensing programs for Disney, Lucasfilm, and Warner Bros. with organizations of more than 100 people, served as Vice President of Marketing & Sales at Zohar Farms with 42 distribution centers, and built 70 galleries nationwide for artist Alexandra Nechita. The program carries a pay-for-itself commitment: owners who do their part are coached until the program has documented more in attributable gross profit than its
cost.
As a free resource for any winery owner, Nay has also published the Winery Profit Leak Self-Audit, a one-page worksheet that helps an owner locate their single biggest profit leak in about fifteen minutes. It is available at DonaldNay.com.
About Donald Nay / High Impact Business Coaching
Donald Nay is a business coach for founders and business owners, based in California’s Sierra foothills. He helps owners find the one bottleneck choking their growth and fix it first — more profit, more time, more joy, without the burnout. More at DonaldNay.com.
