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Music in the Tasting Room What Advantages Does it Have?

Apr 2001 Issue of Wine Business Monthly
A winery's tasting room tends to be as individual as the winery itself. Some are large and busy with a plethora of polo shirts, vinegars, mustards and olive oil. Others are small and intimate, with an emphasis on the wine alone. Regardless of the tasting room, Sugo Music wants to help create ambiance, while also increasing sales. "Independent studies have shown that people purchase more when there is pleasing music in the background," says Sugo Music president, Scott Kellner. "We all know that t...
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