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The Fitz-Ritter Wine Estate was founded in 1785. In 1837, the estate was supplemented by a champagne production. Today, the young owner Johann Fitz is the managing director of both companies in the 9th generation of the traditional family business. German wine producers have been facing global challenges for several years. This case shows how an entrepreneurial spirit in generations of successors contributes to the survival of a firm. It also shows how a medium sized business can cope with global challenges if it commits itself to international entrepreneurship. In this complex situation, Johann Fitz has to take decisions concerning strategic positioning, customer relations, distribution channels, new business segments, investments, and the international business.