THE VALUE OF ZERO: Expanding the Market Beyond Wine’s Super Core

April 27, 2009

In the world of Sherlock Holmes, the biggest clue of all can be the dog that didn’t bark. Indeed, the missing clue to greater sales just might be asking the right question about what isn’t happening. Take the Wine Market Council’s latest offering: “Snapshot Report: Super Core Wine Drinkers.” This peek at the group’s consumer
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