Abstract
The wine industry has long been shaped by the concept of terroir, emphasizing the influence of geographical and environmental factors on wine quality. However, increasing globalization, climate change, and shifting consumer preferences have challenged traditional business models that strictly adhere to terroir-based production. This paper examines alternative growth strategies for boutique wineries that seek to reduce their dependency on terroir while ensuring long-term sustainability. Using the case study of Snow River Winery in Higashikawa, Hokkaido, Japan, this research highlights how regulatory engagement, supply chain diversification, and innovative marketing strategies contribute to a flexible and resilient business model. The findings suggest that while terroir remains an important factor in wine branding, a more adaptable approach that leverages both regional and external resources can enhance competitiveness. By exploring the intersections of policy, economic sustainability, and production strategies, this study provides insights for boutique wineries navigating the challenges of the contemporary global wine market.