Founder Michael Dorf: How Thinking Like a ‘Stupid American’ Helped City Winery Survive the Recession

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Back in 2008, City Winery’s Michael Dorf had a plan to sell luxury wines by the barrel to wealthy New Yorkers. But when the economy crashed, the market disappeared. He decided instead of trying to sell by the barrel, they could simply put the wine on tap and sell by the glass.

 

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