A strategic adaptation of winemaking and vineyard practices to support the necessary style adjustment. As a first step, we studied and defined a wine style that aligned with Ruffino’s core market in North America. I then directed a cellar-wide investigation of oxygen management practices, to guide the necessary implementation of techniques that would marry freshness with depth. Working closely with the vineyard team, we identified ways to update viticultural practices and planting methods that would facilitate the stylistic goals and shift the traditional mindset of vineyard managers to elevate longer-term quality and efficiency across the vineyard. The result balanced tradition with innovation, ensuring that the brand's rich heritage remained intact while embracing the evolving tastes of today's wine enthusiasts.