Aged to Perfection: Family Winery Succession Planning
The sun had barely risen over the vineyard when Maria stepped into the old barrel room, the scent of oak and crushed grapes stirring memories of her childhood. Her father, still energetic in his seventies, was already walking the rows, inspecting the harvest. He had built the winery from the ground up, and every vine felt like an extension of his soul. But as Maria watched him from the window, she felt the familiar knot in her stomach — they still hadn’t talked about what comes next.
Who will lead when he’s ready to step back? What if her brother, who’d left for a tech job in the city, suddenly wants in? And what happens if they can’t agree?
These aren’t just business questions. They’re personal, emotional, and deeply intertwined with identity, relationships, and legacy. While estate attorneys and accountants may draft the documents, they can’t navigate the family tensions, unspoken expectations, or fear of losing purpose that often surface during succession.
Explore real-life succession planning tips tailored to family-owned wineries and learn how to protect your legacy while keeping your business strong for the generations still to come.
5 Key Steps in Family Winery Succession Planning
#1: Evaluate Your Current Winery Structure
Before any transition can begin, it's essential to understand exactly where your winery stands today — not just financially, but operationally and relationally. A clear picture of your current structure lays the groundwork for a thoughtful and sustainable succession plan.
Start by reviewing your financial health, ownership distribution, and any existing legal agreements or estate plans. Ask and answer the following questions:
Who technically owns what?
Are shares clearly documented?
Does your current structure support long-term stability?
Next, take a close look at how the business operates on a day-to-day basis. Consider:
Who holds which leadership roles, and how clearly are those responsibilities defined?
Is decision-making centralized or shared?
Are there gaps in leadership that haven’t been addressed?
Often, families uncover long-standing gray areas — informal roles, unspoken hierarchies, or “unofficial” succession assumptions — that can lead to conflict if left unaddressed. Identifying these early opens the door to clearer communication and more realistic planning.
This stage isn’t just a checklist — it’s a mirror. It shows you what’s working, what isn’t, and where tensions may be quietly brewing beneath the surface.
#2: Identify the Next Generation of Leaders
Succession isn’t just about choosing someone — it’s about choosing the right person or people to carry the winery forward. This means having honest, sometimes difficult conversations about who is both interested and equipped to take on leadership roles.
Start by identifying which family members genuinely want to be involved in the future of the business. Don’t assume that legacy means obligation — or that passion equals readiness. Interest is important, but so are skills, experience, maturity, and long-term commitment. Consider:
Who has shown leadership potential?
Who understands both the business and the craft?
Who is trusted by the team — and willing to keep learning?
Also, don’t overlook the value of long-time, non-family employees. In some cases, they may offer crucial stability during transitions or even take on leadership themselves if family members aren’t ready or willing. Involving them in the conversation can also foster trust and continuity.
Choosing the next generation of leaders isn’t just a staffing decision — it’s a turning point for the family’s legacy. Clarity, fairness, and open dialogue at this stage can prevent future resentment and set the tone for a healthier transition.
#3: Define Roles and Responsibilities
Clarity is key. Each successor should have a clear understanding of their management duties, decision-making authority, and ownership stakes. Defining these roles early prevents confusion and power struggles down the road.
It’s also wise to prepare contingency plans if a successor’s path changes — for example, if they decide not to take the leadership role after all. Having these “what if” scenarios mapped out keeps the transition flexible and reduces uncertainty.
Working with a coach like Jen Traeger can help families outline these expectations and develop contingency plans that fit their unique dynamics, making the process smoother and more aligned with family values.
#4: Develop a Formal Transition Plan
Create a realistic timeline for transferring ownership and management, with clear milestones for training, mentorship, and gradually shifting responsibilities. Document everything in writing to avoid misunderstandings later.
Since timelines and roles can cause tension among family members, having a coach like Jen Traeger guide the process helps manage expectations and keeps everyone aligned.
#5: Address Legal and Financial Considerations
Succession planning requires close collaboration with attorneys, accountants, and financial experts to manage complex issues like taxes, estate planning, and legal ownership transfers. Utilizing tools such as buy-sell agreements, trusts, or family limited partnerships can help protect the business and ensure a smooth transfer of assets.
Beyond paperwork, it’s critical to anticipate and plan for potential conflicts among heirs or stakeholders. Clear agreements and financial structures can reduce misunderstandings and provide a framework for resolving disputes, preserving both the family’s relationships and the winery’s future.
Working with trusted professionals ensures that your succession plan is legally sound and financially viable, complementing the personal and leadership work happening within the family.
Pitfalls To Avoid in Family Winery Succession Planning
Succession planning in a family winery is as much about navigating relationships as it is about managing the business. Without careful attention, common pitfalls can delay the process, create misunderstandings, or even threaten the family legacy. Being aware of these challenges — and how to prevent them — can help ensure a smoother, more successful transition.
Delaying the Process: Start early. Waiting too long can lead to rushed decisions and unresolved tensions. Begin conversations well before ownership transfer.
Ignoring Tax and Estate Implications: Consult with experts. Overlooking legal and financial details can cause costly surprises that jeopardize the business and family relationships.
Overlooking Emotional and Relationship Factors: Address the people side. Succession isn’t just business — it’s deeply personal. Open communication and empathy are essential to avoid resentment and conflict.
Assuming Interest Equals Readiness: Evaluate honestly. Not all family members want or are prepared to lead. Clear assessments prevent false expectations.
Failing to Define Roles Clearly: Set clear responsibilities. Ambiguity breeds confusion and power struggles. Everyone should know what’s expected.
Not Creating Contingency Plans: Prepare for change. Life happens — successors’ plans may shift. Having backup plans keeps the business resilient.
Neglecting Formal Documentation: Put plans in writing. Verbal agreements can lead to misunderstandings. Written documents provide clarity and accountability.
Not Hiring a Coach to Help Navigate Roadblocks: Bring in an objective guide. A coach like Jen Traeger can facilitate difficult conversations, align family members, and keep the transition on track.
Passing the Cork: Tips for Ensuring a Smooth Transition for Your Winery
Transitioning leadership in a family winery requires more than just a change in titles — it demands intentional effort to align family members, prepare successors, and balance the unique dynamics between family and business. Here are some key tips to guide you through this delicate process:
Foster Open Communication: Encourage honest, ongoing conversations among family members to build trust and prevent misunderstandings.
Prepare Successors with Proper Training: Invest in mentorship and hands-on experience to equip the next generation with the skills and confidence they need to lead.
Balance Family and Business Dynamics: Recognize and respect the emotional ties and relationships involved, while maintaining professional standards for decision-making.
Create Clear Expectations and Accountability: Define roles, responsibilities, and performance metrics to ensure everyone understands their part in the transition.
Engage an Experienced Coach: Partnering with a coach like Jen Traeger provides objective guidance, helps mediate conflicts, and supports the family in navigating complex emotions and decisions.
How Can a Business Coach for Family Winery Succession Planning Secure Your Legacy?
Succession planning in a family winery isn’t just about transferring ownership — it’s about safeguarding a legacy that’s been nurtured over decades. This complex process involves navigating family dynamics, preparing future leaders, and creating a plan that honors both the business and the family’s values.
That’s where a business coach with deep family business experience, like Jen Traeger, can make all the difference. Jen provides personalized coaching tailored to both current and future leadership, helping families clarify goals, build effective communication, and develop practical transition strategies.
With Jen’s guidance, families can:
Address emotional challenges that often accompany succession
Prepare successors with the confidence and skills they need to succeed
Create structured, realistic plans that align with family values and business needs
Foster harmony among family members by facilitating open dialogue and managing conflicts
By partnering with Jen Traeger Coaching, family wineries gain more than a plan — they gain a trusted ally dedicated to ensuring their legacy not only survives but thrives through generations.
Preserve Your Winery’s Future With Jen Traeger Coaching
Family wineries are more than businesses — they’re legacies built on passion, hard work, and generations of commitment. Successfully passing the torch requires thoughtful planning, clear communication, and a deep understanding of the family’s unique dynamics.
Jen Traeger Coaching combines extensive family business experience with a compassionate coaching approach to guide you through every step of succession planning. Whether you’re just starting the conversation or ready to implement a formal transition, Jen can help your family navigate challenges, strengthen relationships, and protect the future of your winery.
Don’t leave your legacy to chance. Partner with Jen Traeger Coaching to ensure your winery remains strong, united, and thriving for generations to come.
