Adam, Joanna, and Zach discuss something that Adam raised during his recent session at the Unified Wine & Grape Symposium: can you really bring customers into wine (or other beverage categories) by connecting their existing flavor preferences with similar flavors in your product or category? Can you really explain the popularity of most of the most successful wines by connecting them to other popular beverages? Please remember to subscribe to, rate, and review The VinePair Podcast on Apple Podcasts, Spotify, or wherever you get your episodes, and send any questions, comments, critiques, or suggestions to podcast@vinepair.com. Thanks for listening, and cheers!

Zach is drinking: 50/50 Martini

Joanna is drinking: Patagonian Sour at Love's Alibi

Adam is drinking: Gattinara

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