Subscription wine club Winc became one of the top 50 wineries in the U.S. in 2018 by flipping the typical business model on its head. While traditional vintners make a wine and then market it, Winc creates bottles based on more than 5 million customer ratings from its 75% millennial subscriber base. in 2018, it produced roughly 100 labels and shipped an estimated 300,000 cases. For the second summer in a row, the company sold out of its summer Water societé—a three-month program that delivers a case of the $18-a-bottle summer Water rosé to subscribers in June, July, and August—and racked up a 1,000-person waiting list. Sales of the label overall grew substantially, when Winc started selling it to independent restaurants and retailers. In the four years since the company pivoted to making its own wines (instead of just distributing others’ labels), its revenue has grown 292%.