Vinepair: In the Age of Instant Everything, the Three-Tier System Persists, for Better or Worse
Even in the age of “instant everything”, the prohibition-era national and state-level alcohol regulations can be a source of confusion for consumers and trade alike. Tim McKirdy’s recent piece in Vinepair is a great reference for anyone looking for a quick refresh on the subject. Here’s an excerpt with some great quotes from Wilson Daniels President Rocco Lombardo explaining “The Fourth Tier”…
“Fourth-tier marketing companies maintain relationships with distributors on behalf of wineries, and ensure distributors and retailers are accurately portraying the story behind the wines.
“It’s impossible for [small-scale producers] to get into every market, communicate the message of their properties, and work directly with wholesalers,” Rocco Lombardo, president of fourth-tier marketing company Wilson Daniels, says.
Companies like Wilson Daniels are beneficial to consumers as well as wineries, Lombardo says. “We’re representing families who own their own vineyards. Their product literally goes from their hands to our hands to the customer. We’re ensuring 100 percent provenance,” he explains.”
Read the full article at Vinepair