Consumers can be a fickle lot – except when they’re hanging on stubbornly to long-held beliefs.
This tendency has presented something of a challenge to Yannick and Greg Wertsch, brothers and owners of Between the Lines Winery, a six-year-old enterprise in Niagara-on-the-Lake, Ont., that produces and sells wines from a retail store in the family barn as well as through a wine club and in restaurants.