change how wine is moved

portfolios of brands are necessary to provide wines in different categories at each critical price point and to create the breadth

in pricing, “what you get for X RMB in a Portuguese wine is better than what you get for X RMB in a French wine.”

Wine Enthusiast market segment accounts for just 12 percent of all wine buyers, but they purchase 25 percent of all wine

seen as a “value” fine wine and avoid the cheap and anonymous bulk wine trap.

Wine Enthusiasts, on the other hand, live for shelf talkers.

immigrant

language used by New World wine:

Scale and reputation