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June 2000
Direct Marketing Sales Boom with Proliferation of Wine Clubs
All Three Tiers Jumping on Wine Club Bandwagon
by C.J. Coppla
Wine merchants worldwide have realized that direct marketing through wine clubs can be a viable and profitable source of revenue. The rise and development of the Internet, changing trends in wine consumption, and the advantages of bridging the gap between the seller and the consumer have all contributed to an explosion in wine clubs.Many retailers have expanded their direct marketing efforts by offering monthly, multiple-brand wine clubs. Despite prohibitive direct shipping laws, these efforts a...
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