Sports drinks, sodas, beers, spirits, waters, premixed drinks and the deluge of newly packaged summer offerings that flood marketing channels into the distribution straits and onto retail shelves can all be quite overwhelming — especially leading up to summertime.
As a retailer, staying on top of your inventories is difficult enough. Who has time to delve into what new wine offerings have just become available that may or may not appeal to your customer?
Paul LaRussa of Premier Cru Wine Cellars, Moorpark, Calif., has been in the media recently for addressing the psyche of the wine enthusiast, stating that understanding the wine buyer is simpler than understanding every wine brand’s angle. His advice: Stop trying.