The Wine Industry’s Changing Face: Lessons from a Pioneering CEO

Amy Prosenjak’s journey from Ohio furniture executive to Oregon winery president is an inspiring tale of adaptability and leadership. As the CEO of A to Z Wineworks, one of the largest wine businesses in Oregon, Prosenjak has guided the company through significant industry changes.

Prosenjak’s transition into the wine business was unconventional. At 30, she brought corporate finance expertise and a passion for wine tourism to A to Z, rising from CFO to president and CEO. Her experience as a woman in a male-dominated industry helped her navigate challenges early on. “I was just encouraged at a young age that I could do anything,” she recalled, referencing a poster featuring Smurfette surrounded by male Smurfs.

A to Z has made significant strides in diversity and balance. Today, 52% of the company’s core team identifies as female – a remarkable figure in an industry where women are underrepresented. Prosenjak acknowledges that distribution remains heavily male-dominated but notes her own presence at distributor meetings demonstrates progress made.

As CEO, Prosenjak faced challenges scaling A to Z while maintaining its unique character. The company’s transition from family ownership to private equity reflects the changing landscape. Sycamore Partners’ acquisition of A to Z in 2022 marked a significant shift towards consolidation and external investment.

Wineries face peculiar challenges when scaling production. Prosenjak noted, “You have to predict the future; you’re never correct about what’s going to happen.” Wineries must plan years in advance for grapes that may not yield desired outcomes. This unpredictability is exacerbated by Mother Nature’s capriciousness and changing consumer preferences.

The wine industry has struggled to adapt to shifting demand. A to Z reduced production by 32% in 2025, a decision Prosenjak attributed to retailers dedicating less floor space to wine and distributor consolidation. This reduction reflects a broader trend: the industry is struggling to maintain growth amidst changing preferences.

Prosenjak’s leadership offers valuable insights for an industry facing unprecedented change. As wineries grapple with sustainability, distribution, and consumer demand, they would do well to follow her example of adaptability and willingness to evolve. The wine industry’s future depends on its ability to innovate and respond to the changing needs of consumers.

Prosenjak remains committed to staying true to A to Z’s winemaking values while navigating the complexities of the modern market. Her story serves as a reminder that leadership is not about predicting the future but about being willing to adapt to it.