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# What I'm Reading --
- URL: https://bevnews.net/what-im-reading-57/
- Published: 2026-11-13T01:58:21.000Z
- Updated: 2026-11-13T01:58:21.000Z
- Author: Joel Whitaker
- Tags: What We're Reading

### [Wineries Getting High on Real Life](https://www.wine-searcher.com/m/2026/11/wineries-getting-high-on-real-life?rss=Y&utm%5Fsource=Afternoon+Brief&utm%5Fcampaign=604cf5cc27-EMAIL%5FCAMPAIGN%5F2026%5F11%5F11%5F10%5F35%5FCOPY%5F01&utm%5Fmedium=email&utm%5Fterm=0%5F-8af92f9a61-587960459)

Physical activity and intellectual engagement are driving sales for savvy wine producers. (Wine-Searcher)

### [Wholesale's New Math: Margin over Volume](https://www.winebusiness.com/news/article/325119?utm%5Fsource=Afternoon+Brief&utm%5Fcampaign=604cf5cc27-EMAIL%5FCAMPAIGN%5F2026%5F11%5F11%5F10%5F35%5FCOPY%5F01&utm%5Fmedium=email&utm%5Fterm=0%5F-8af92f9a61-587960459)

For years, success in the wholesale channel was measured in cases shipped. But that metric now hides a problem: cases that don't make money for the winery, the distributor or both.