The Hand-Off

IN TODAY’S COMPETITIVE MARKET, HAND-SELLING GIVES SAVVY MERCHANTS AN EDGE

BY ZACHARY SUSSMAN

As anyone who has worked the retail floor knows all too well, the world of wine may be endlessly vast and complex, but there are ultimately just two categories that matter: the wines that sell and those that don’t.

We're all familiar with the first category, those easy, customer-friendly bottles that fly off the shelf without fail.  I'm talking about the big brands and familiar varieties which at various times could be critter wines, cult Napa Cabs, Sancerres, Malbecs or Moscatos. Far from the most exciting items on the shelf, these mainstream staples nevertheless account for the overwhelming majority of sales.

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