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How to Market Expensive Wines

Excerpt from The Art & Science of Wine Retail

Do not use descriptions for these wines. The vast majority of the time, these wines will be purchased by customers who know them well and, as a result, may disagree with any description you may have for them.

 

Furthermore, they probably don't need any additional encouragement from the retailer to purchase them. For a sale to a customer who does not know the wine, you can then verbally describe it to the person.

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The Art & Science of Wine Retail