Traveling Vineyard: Pivot to Virtual Selling

No business is immune to the massive changes resulting from COVID-19, but leaders who develop an entrepreneurial mindset – from executives to their independent salesforce – prove agile at adapting to crises. This Company Case Study Series installment explores how Traveling Vineyard evolved its business model during the first month of the pandemic in the U.S.

Rick Libby, Founder and self-titled Chief Grape Stomper and Head Cheerleader of Traveling Vineyard explains. “We’ve done a 180° pivot. Our Wine Guides started selling virtually, which we didn’t think was possible,” says Rick. “I’m such a believer in our field, in their creativity and ability to survive. They show us the way; all of the great ideas we’ve implemented during the crisis have come from them.”