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April 2005
Toppling the "Wall of Confusion"
Wine Flavor Merchandising helps consumers choose wines they would actually enjoy—think of it as Hooked on Phonics for the uninvolved wine consumer.
by John Stallcup
Imagine you are one of the vast majority of wine consumers who don't know much about wine--young or old, man or woman, you are among the at least 80 percent uninvolved with the wine category. Unlike the readers of wine magazines who are definitely involved with wine and can discuss terroir, malolactic fermentation, bud break and food pairings for hours, you just want to buy a bottle of wine you will enjoy. There you are standing in a chain retail store staring at a "Wall of Confusion," otherwise...
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