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September 2013
Industry Roundtable: Hospitality, Direct-to-Consumer Sales and Social Media
Creating a successful hospitality experience in the tasting room, and how wineries use social media to connect with consumers and foster their direct-to-consumer business
by Lance Cutler
There used to be a time in the wine business when direct-to-consumer (DTC) marketing meant someone knocked on the door of your winery. A cellar rat would stop what they were doing, let them in and pour some wine for them. Hopefully, they would buy a few bottles of wine and learn something about your winery. As more and more wineries popped up, touring wine country became fashionable. Wineries began staffing tasting rooms and pouring their wines for the tourists. Wine tasting became incredibl...
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