Ben Gilbert: recommendation

Transcript context

…They're the complete opposite side of the spectrum. Amazing thing, if you're trying to be this merchant who is selecting goods on behalf of your customers, and your brand promise as the merchant is, "Just come to my store and be delighted." You don't need to just say, "Hey, I'll always have milk for you." You say, "Come to my store and I will pick out interesting wines." And when the wines are gone, they're gone. So they're small batch, they're boutique. I'm buying however much supply I can get of a thing that I think is great. You can build a much better business on being known for, "I will be surprised and delighted when I come to the store, and you have selected interesting items for me," than you can on, "You are an empty vessel through which to provide me milk. " Yeah. Or Nabisco or, whatever large CPG brand. It's so perfect. And wine comes with all of these other amazing aspects to it, too. Drinking it makes you seem sophisticated, European. It has this rich tradition going back for all of recorded human history. You can spend a whole lifetime studying it and still never come close to learning everything about wine.…

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