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February 2006
Maximizing Tasting Room Effectiveness
Having grown from public relations stopovers to money-making epicenters, our experts discuss the keys to successful tasting rooms.
by Lance Cutler
My first job in the wine business was in a tasting room. Of course, when I started in 1978 we were only open Saturday and Sunday from noon to 4pm. The tasting room consisted of a small table in a corner of the winery, and my job was to entertain any brave souls intrepid enough to work their way up the long, winding road to try our wares. We were lucky to have a dozen visitors a day. In winter the tasting room was freezing. I could see the white, frosty breath of the customers, and we had to ke...
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