Wining & dining: organizing wine dinners show customers you're serious about wine ... and they often pay big dividends, too.

Beverage Dynamics | March 1, 2004| | Copyright

Wine dinners have been a hot concept in restaurants for several years now. The same holds true for many retailers, who are taking advantage of the trend and organizing their own. They range from elaborate multi-course dinners featuring a selection of wines with each course to basic tastings pairing wine and food. Results are as varied as the events themselves, but retailers are discovering that wine dinners can help them achieve a number of objectives.

The concept is simple: give customers an opportunity, to taste several wines paired with different foods. Using a ...

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