This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Delamere Vineyard is a small, integrated winemaking business in Tasmania, specializing in pinot noir (red) and chardonnay (white) wines. Richard Richardson, Delamere's owner and winemaker, manages and operates the vineyard and winery largely alone. His products have won praise and awards in the past, but Richardson strives continuously to improve. Delamere competes in the high-priced segment, in which quality is paramount. Richardson is well equipped as a winemaker--with a Ph.D. in agricultural chemistry and 15 years' experience--but he faces both quality problems and improvement opportunities. He is also under cost pressure. Customers and industry experts provide conflicting advice. At the time of the case, Richardson faces a choice among three potential quality improvement projects: development of an effective means to prevent oxidation during the wine's maturation; implementation of a means to deepen the wine's color; and experimentation to find the optimum mix of berries and stalks during fermentation. Examination of these options reveals that they imply an emphasis on divergent conceptions of quality, as well as divergent paths to improvement. They also suggest different opportunities for longer term growth.