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October 2006
Maximizing Winery Direct Sales
By using focused and innovative approaches to strengthen their five sales channels, St. Supéry significantly boosts customer loyalty and demand.
by Paul Franson
Most wineries understand the appeal of direct sales to consumers, but few have worked as hard at St. Supéry Vineyards & Winery of Rutherford, California, to optimize their business. At the recent MKF Research Executive Wine Summit, Lesley K. Russell, St. Supéry's director of consumer sales and marketing, described the winery's considerable effort and expense to put the systems in place that would maximize direct business. The effort began in 2003 with the dedication of a strategic manager....
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