The most popular definition of sustainability can be traced to a 1987 UN conference. It defined sustainable businesses as those that "meet present needs without compromising the ability of future generations to meet their needs" (WECD, 1987). There are numerous economic, ecological, and social consequences of business activities, including those of wineries. These consequences can be positive when sustainability, or endurance, is taken into consideration. However, when the long-term sustainability of our wineries is not considered, our wineries may experience negative consequences. Our industry is working to ensure the endurance of our industry with efforts like those of Winerywise.