The Australian dollar was at 57 cents against the US currency when Casella Wines, Australia's largest family-owned winery, started exporting in 2000. By July 2010, the AUD had reached parity. Casella's US business strategy – wine for non-wine drinkers – was predicated on a rock-bottom price of $US5.99 a bottle. Initially, he had launched the wines for $US8.99 a bottle, but slashing the price by 33% doubled the sales. The exchange rates once delivered a profit, despite the low price point. Now, Casella admits he is not making any money on the US sales, despite continuing to claim 75% of market share of wine in the US, and shipping 12 million cases. Like many Australian exporters, Casella faces a double challenge: managing the profit crisis that the high Australian dollar is imposing, and nurturing his staff, suppliers and customers through the crisis and towards a new and profitable business model.