(Article)
Premium wine in the Horeca channel: how the decision-making is composed
In the Horeca channel the choice of premium wine runs through sommeliers, restaurateurs and distributors. How the decision is composed.
By Beatrice Vernocchi
Premium wine decision-making in Horeca involves several actors: who buys, who recommends at the table, who distributes. Each judges on different parameters.
A winery's communication has to speak to this chain of choice, not only to the final consumer.