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April 2003
Insight & Opinion
Necessity Really Is The Mother of Innovation
by Cyril Penn
During virtually every wine business conference I ever attend, the topic of discussion inevitably turns to the issue of what the industry should do to raise per capita wine consumption. At this point I'm usually fidgeting and rolling my eyes. I've heard it again and again. Core wine consumers drink most of the wine. Research conducted for the Wine Market Council a few years ago showed that 11 percent of US adults drink 86 percent of the wine sold while roughly one in four Americans ever drink wi...
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