Buying Cultural Savy
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.