The secret is there is no secret

Pretending what other's don't know is privileged information is a favorite industry ruse

The wine industry loves its secrets. Nothing sells like the promise of being let in on the best thing the rest of the world has yet to discover. Not a year goes by without some new book goading potential readers (aka customers) to pick up a copy so that they can learn what they’ve been missing out on.1 It’s evident in the c…

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