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It wasn't clear to me that there was significant a difference between personal and other orders, I thought it was mostly for flavour/story events. My starting game strategy is often to do Barolo and Chardonnay (if you do something else, please let me know!)
I was struggling to get by when I realized that the automatic ordering system was not picking highly profitable jobs. I also could barely keep up with the amount of storage needed for my wine production. I started zipping ahead, making sure at every turn to cancel the last few automatic orders for a few bottles and instead picked the massive orders for thousands of dollars.
I was in money heaven and just kept clicking through, watching my bank balance keep increasing. Until I ran out of wine. Selling hundreds of bottles per order to commercial orders had drained my inventory dry. This unfortunately coincided with me spending all my money on building upgrades, so I needed a quick bridging loan to fix my cashflow issues. This completely reversed my earlier problem.
The automanaged store ends up selling small orders with high bottle prices, and due to the limited order slots, this forces out commercial orders from the ranking, You get excellent marginal revenue from each bottle sold but end up with a bursting warehouse. Conversely, with the two starting vineyards producing, I haven't been able to produce enough wine to keep up with the commercial demand.
I've decided to trust that the sort is currently looking for the highest per bottle price, and if I am selling to low volume personal customers, this is fine and maximizes my revenue. I'll let the shop automate orders, and usually cancel one or two in favour of commercial orders, unless I have a full warehouse and want to start drawing down on my supply.
TL;DR: I thought it was broken too, but it's just unclear. The clicking of orders is easily my least favorite mechanic, and I just want to sell wine without having to click through lists of 25 orders, or unclick 10 to click 10 more, with the added bonus of scrolling up and down a list everytime. Separate queues would seemingly fix most of the implementation problems that I see with this.
Not ideal, but not too painful.