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January 2010
Industry Roundtable: Wine Clubs
Wine clubs sell romance and magic, but they need to be lean, calculating and relentless in the pursuit and retention of members.
by Lance Cutler
There was a time in the wine business, and it wasn’t so long ago, that wineries gave free wine to any adventurous guests who found their tasting rooms. Often the winery owner or the winemaker would pull corks, pour the wine and converse with the guests. They’d tell stories about different vintages, describe the wines and be truly grateful if the tourists bought a few bottles on their way out. That has pretty much changed. Wineries are the number one tourist attraction in California....
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