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The Best 5 Minute Wine Podcast
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Secret World Behind Wine Lists: How Restaurants REALLY Choose Your Bottle Pt. 2

6 min•23 april 2026

Topics covered:

Why restaurants are still the #1 place where wine brands are built

How distributors and suppliers decide which wines get shelf space

The role of brand ambassadors and in‑store “activations”

Real‑time POS data and how close the industry is to instant analytics

Why sampling is expensive — especially when the bottle retails for $80

The difference between impulse‑buy wines and high‑end decision‑tree wines

How store expertise varies wildly from state to state and shop to shop

Key insight: Behind every bottle on a shelf is a mix of relationships, data, sampling budgets, and strategy — not just taste.

Guest: Sherman Mohr — wine industry expert and co‑founder of SharedSpirits.com

@thebestwinepod

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