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Former Dutch Bros CEO returns to wine, buys historic Willamette Valley winery // Proximo Spirits ends partnership with RNDC, rejigs US distribution

January 9, 2026 - Wine Industry Insight Daily News Feed

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“WISE Triple Score measures if the server (1) Asked for the sale, (2) Effectively presented the wine club, and (3) Attempted to capture contact data. Even among wineries known for strong hospitality, most staff still hesitantly introduce the wine club. Failure to consistently extend a club invitation often signals a cultural gap, not just a lack of opportunity. Wineries that infuse club value into guest conversations - and align tasting room and club teams - see dramatic gains in retention and lifetime value.”

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