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How Olive Garden Became Number One in Restaurant Wine Sales

Olive Garden depletes more than a half million cases annually, making it the leading wine seller among the nation's restaurants. How do they do it?
Mar 2006 Issue of Wine Business Monthly
"Some customers are suspicious. 'What's the catch?' they ask. Others are very happy," said my waiter at the Olive Garden at 22nd and Sixth in New York's Chelsea district. "Some ask for more wine, and I give it to them. Some buy a bottle or several wines by the glass." He was describing what happens when he approaches newly seated diners with one or two open bottles in hand, offering to pour a sample into the fine stemware that is already on the table. "Wine is important at this restaurant," h...
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