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An Undiscovered Country

Jan 2003 Issue of Wine Business Monthly
Imagine your business competes in a category that is suffering through a glut of equivalent quality, undifferentiated, domestic brands, and increasing pressure from lower cost, high quality imports. There is an accelerated consolidation of retailers. Distribution is rapidly becoming a duopoly in every market. Slow category growth and a slight decline in per capita consumption make every consumer count. At the same time there is a country nearby filled with consumers who already buy nearly 10 per...
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