The best way to market fine wine: Teach and learn or wine and dine?

According to new research, wine promoters may want to spend more money on brochures and flyers and less money on wine tastings as they market to novice wine drinkers. A recent study published in Cornell Hospitality Quarterly (a SAGE journal) finds that without teaching about the background and process of wine production, new wine drinkers can be more easily influenced by advertising to make their purchases than their experienced counterparts.

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