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May 2008
On-Premise Report: Wholesalers Support In-house Education
Growing U.S. interest in the global wine market is driving the trend behind in-house wine educators whose programs can lead to increased sales.
by Liza B. Zimmerman
When I headed up sales and marketing for an importer, Vinum Wine Importing and Distributing LLC in Seattle, I represented a great, and fairly obscure, portfolio of Portuguese wines. One of my responsibilities was to shop around the brands for distribution in other markets. Sometimes the wholesalers would bring their top salespeople to the meet and greet tastings. Half the time I was concerned that they probably couldn't pronounce Meritage correctly, much less the names of obscure Portuguese grap...
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