“…Stable production [1,3], i.e., volume growth (liters) is the most important component of the financial performance (FP) of the wineries (FP3 = 0.877), along with the overall profitability of this winery (path coefficient FP4 = 0.811). The wineries must use the potentials they have, to diversify the product and prevent risks [4,61]. The policy of different wine prices allows sales to customers who have different amounts of available budget for wine, and thus, willingness to pay (WTP) for certain categories of wine [40,67,76,77], especially if consumers have strong pro-ecological attitudes and purchase organic wine [42,79,80,82].…”