Knowing what consumers want: the competitive need to unlearn

Possessing lots of wine and spirit knowledge puts us out of touch with most drinkers

Knowing about wines and spirits is a slippery slope. Spend years learning about Burgundy and molecular mixology and you’re likely to lose touch with the kinds of drinks most consumers enjoy. While we—the professionals—might care about Grower Champagne, most folks are content to drink Veuv…

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