Based on the roadmap, the firms develops products. In mass‐market firms, the winemaker is very much like an engineer. Fruit is grown or purchased, fermented, and blended to meet consumer tastes, the profile requested by a retailer, or the tastes of a powerful critic. Firms look for trends, seeking new growth opportunities. For market‐driving firms, however, producing wine is more like creating art. Winemakers transform simple fruit into something extraordinary in a process that can transcend logic. The winemaker is like a musician, a sculptor, or a chef. More than a simple illusion, the winemaker performs magic.