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July 2010
Selling Sommeliers on Your Wine
New study identifies factors restaurants use to buy wine in California.
by Liz Thach, Hervé Remaud and Terry Lease
An important wine marketing strategy question for every winery is: In addition to direct to consumer and export channels, what percentage of wine should be sold on- and off-premise? For small- and medium-sized wineries without strong distributor support, it is often difficult to realize their goals. Yet in a state such as California, where direct to trade sales are allowed, wineries can approach restaurants and retailers directly to ask them to consider carrying their wine. Knowing how to ask th...
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