00:00Do you want to buy better wine? Turn that bottle around.
00:03On the back label, you'll find the importer. Here's why this matters.
00:07You can think of importers like record labels. There are a few major players that bring in
00:11all types of popular wines. In the music world, this might be Atlantic, Sony, or Universal,
00:16but other importers specialize in more niche styles. This could be a particular region,
00:20Spain or Portugal, or a style of winemaking like natural wine.
00:23Since importers are like curators, if you like one of their wines,
00:27it's likely you'll find another from their portfolio that you'll love.
00:30Shopping by importer can also get you out of your wine comfort zone. You might try a new producer,
00:34a new grape variety, a new region, because when you shop with an importer you already trust,
00:38it's a higher likelihood that that bottle of wine is going to be pretty good.
00:42So next time you're at the store, don't forget to look at the back label.
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