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July 2006
How Importers Are Distinguishing Themselves
Facing a saturated market, two innovative firms look beyond third parties toward out-of-the-box sales and marketing tactics.
by Dawn Weinberger
For decades, wine importers have relied on distributors to get their products in front of the wine-drinking public. And for the most part, this system has worked. But as worldwide wine production increases and more and more American consumers spend money on imported wine, importers are discovering that relying on a third party-one that likely represents several other brands-is no longer the only effective strategy. "The market is saturated," said Paul Wagner, a wine instructor at Napa Val...
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