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December 2008
Case Study: Winery's DTC Overtakes Wholesale Division
Getting the customer's attention and keeping it as part of a focused marketing effort
by ML Hilton
:link { color: blue } :visited { color: purple } It is no secret that direct-to-consumer (DTC) marketing has become an important business function for most of today's vintners. But DTC is moving out of the realm of just good business practices and into a top--or even the top--revenue stream of many wineries. In fact, according to one estimate, direct sales are a significant source of profit for most wineries, accounting for almost 40 percent of revenues for wineries under 5,000 cases. ...
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