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Selling wine in America – three tiers, many tears?

On a recent trip to America, I was once again struck by what a vast country it is. We predominantly travel to Europe where streets are narrow, houses tightly knitted together and in the countryside at least, shopping from the grower or manufacturer at a market or his own boulangerie or cellar is the norm rather than a trend.

Then you get to America. Suddenly my South African way of thinking is challenged. Now I am in a country bigger than what I am used to and everything is bigger – streets are wider (to accommodate the big cars!), portion sizes are enormous and shops and malls are not only big but offer an amazing variety.

Suddenly you understand that selling wine in this market needs something more than introducing your wines and winemaker to the prospective customers. How much more, is what I am touching on today.

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