Thursday, July 27, 2006

It's on the house ... if you do the business

The Guardian, p. 8

By Steven Morris

As in any competitive business, it is not unknown for purveyors of fine wines to use the odd trick to get a step ahead of rivals. Sometimes it involves taking a powerful buyer for a fine lunch, to a swish sporting event or perhaps on a jolly to a lovely vineyard.
However, a major company decided on a different tactic as it attempted to secure a lucrative contract to get its drink chosen as house wine for a pub chain. It invited its staff to pop down to their local, treat themselves to eight bottles of its wine and claim it back on expenses to boost the number of bottles sold during a trial.


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