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# What I'm Reading --
- URL: https://bevnews.net/what-im-reading-50/
- Published: 2026-10-27T03:06:34.000Z
- Updated: 2026-10-27T03:30:05.000Z
- Author: Joel Whitaker
- Tags: What We're Reading

[Innovate](https://www.inc.com/innovate?ref=bevnews.net)

### [Gallo’s Winery Closures Reveal What Customers Want Beyond the Product](https://www.inc.com/soren-kaplan/gallos-winery-closures-reveal-what-customers-want-beyond-the-product/91424851?ref=bevnews.net)

Wine businesses surviving a difficult market offer a lesson for every company: customers stay when they know the people behind the product. (Inc.)

### [The Excellence Trap: Why Prestige, Certification, and Innovation Do Not Always Pay](https://wineindustryadvisor.com/2026/10/22/the-excellence-trap-why-prestige-certification-and-innovation-do-not-always-pay/?utm%5Fsource=Afternoon+Brief&utm%5Fcampaign=335acc1082-EMAIL%5FCAMPAIGN%5F2026%5F10%5F26%5F09%5F29&utm%5Fmedium=email&utm%5Fterm=0%5F-335acc1082-587960459)

What Michelin stars, Italian appellations, and no-alcohol wine reveal about the economics of differentiation. (Wine Industry Advisor)