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Financial Post

Buying Cultural Savy

SARAH DOUGHERTY,
for CANWEST NEWS SERVICES

A few years ago, emissaries from the California winery Kendall-Jackson met with restaurateurs in China.

Pouring a glass of pinot noir, the Kendall representative described the wine as having hints of strawberry. He was met with blank looks; no one in his audience had ever tasted the fruit. The company went back to the drawing board to adapt its descriptors to the Chinese palate.

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