Custom crush has become an increasingly important part of the wine industry. Whether you’re a winery looking to scale without major capital investment or a facility considering opening your doors to new clients, navigating custom crush successfully requires strategy, clarity, and trust.
Few people understand this better than Alison Crowe, Vice President of Winemaking at Plata Wine Partners. With a career that includes scaling Bonny Doon Vineyard from 85,000 to 500,000 cases in just four years, Alison has seen custom crush from both sides: as a provider and as a client. In this episode, she shares her framework for building successful partnerships in this unique space.
1. Clearly Define the Problem or Need
The first step, Alison emphasizes, is clarity.
“Every organization needs to ask: What are we actually trying to solve?”
For wineries, that could mean finding short-term capacity for a single vintage, launching a new brand, or testing a market. Each scenario requires a different kind of partnership. On the flip side, providers need to consider whether offering custom crush is simply a way to optimize throughput in a downturn, or if it’s a long-term strategic service offering.
It’s also important to recognize that “custom crush” covers a wide spectrum from full-service, grape-to-bottle contracts to Alternating Proprietorships to specialty services like sparkling programs. Each comes with its own expectations, costs, and level of engagement.
The bottom line: you can’t build the right solution if you don’t know the problem you’re solving.
2. Match the Client with the Right Facility and Team
Think of this stage as matchmaking.
“Not every facility is right for every client and vice versa,” Alison explains. Compatibility matters! From winemaking style and scale to personalities and communication preferences. Some clients want to be hands-on every step of the way; others want a turnkey operation.
For providers, self-awareness is critical: What services can you realistically provide, and where do you draw the line?
She also suggests something simple but effective: ask prospective clients to provide their detailed winemaking protocols. This helps determine if your facility has the equipment, staff, and workflow to meet their needs, before either side commits.
For clients, Alison recommends doing due diligence:
- Check references and talk to other clients
- Ask brokers and bulk buyers for reputational insight
- Always do a site tour to evaluate organization, cleanliness, and equipment
As Alison puts it: “A small-lot natural wine client doesn’t belong in a giant automated facility, and vice versa.”
3. Build a Robust Financial Model
Once the match is right, the next step is ensuring the numbers work for everyone involved.
“This is huge,” Alison says. “You have to build a clear, detailed financial model that accounts for everything: fruit, labor, overhead, logistics, and packaging. There’s no room for guesswork.”
A fair, transparent model prevents resentment. Providers need to plan for what they’ll charge, and clients need a full understanding of their costs. Line-item clarity, and walking through what each service entails builds trust on both sides.
Alison also points out that financial models aren’t static: “It’s not a one-and-done situation. It’s a living document that evolves with the relationship.” With fluctuating costs in the wine industry, both sides need to revisit financials regularly.
4. Address Cultural Integration
Numbers and logistics may be the main things wineries focus on when deciding on a facility partner, but in reality, the relationship is almost the most important factor.
“Winemaking begins with people,” Alison says, “and it’s especially true in the custom crush world.”
When a winery takes on custom crush clients, they’re introducing new people, new expectations, and sometimes new stress into an existing culture. Without thoughtful planning, it can create friction, delays, and even resentment.
Alison’s advice:
- Establish clear communication channels
- Define roles and responsibilities early
- Foster mutual respect between internal teams and client reps
One of the best ways to avoid conflict? Involve clients in the process early. Invite them to pre-harvest meetings, review their written winemaking protocols together, and create shared expectations before the season begins.
“When it works, it’s magic,” Alison says. “When it doesn’t, it’s chaos.”
5. Treat It as a Relationship, Not a Transaction
At the end of the day, Alison believes the same rules apply whether you’re offering custom crush or seeking it out:
- Be clear about your goals
- Be honest about your needs
- Build detailed financial models early
- Choose your partners carefully
Custom crush can be a powerful tool for scaling, innovating, and sustaining your winery, but only if both sides treat it as a partnership, not just a service agreement.
As she puts it: “It’s a relationship, not a transaction.”
Making Custom Crush A Seamless Interaction
Custom crush is growing in importance as wineries adapt to changing market conditions. For some, it’s a lifeline; for others, it’s an opportunity to build long-term collaborations. Either way, Alison Crowe’s framework offers a roadmap to making it work.