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Tobin Trevarthen's avatar

I am reading Apple in China at the moment. An eye opener on many levels.

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Great Wine and Good Stories's avatar

The wine industry has no clue what a "USP" is- a Unique Selling Proposition. A USP answers the question, "Why should I do business with you instead of your competitors or instead of doing nothing at all?" The answer to that question has to be unique. Wine is the only beverage that changes and evolves in the glass, delivering an experience far beyond a mere alcoholic beverage, including pairing with food.

Unfortunately wine, especially bad wine, has gotten itself lumped in with such wretched beverages as hard selzters, ranch water, hard tea, bad beer, pre-made cocktails, etc., and it can't compete in that category. The industry has to do a much better job clearly explaining what wine is and what it's not.

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