June 1, 2001, 12:00 AM

A loaf of bread, a jug of wine and a good idea from Harvard Business School

(Page 3 of 3)


Berglund says the wineries don’t just work together online by selling through the same web site. The company holds bi-weekly workshops that bring winery employees together to discuss what is working for them. “We’re teaching wineries how to embrace this distribution channel and give them a holistic approach to selling their product to consumers,” she says. “Ideas come from everyone and that is where the cooperative spirit comes in.”


So far, the plan is working, and Winetasting can only improve upon its online niche. Competition is disappearing and its business model is getting better with age. In February, the site sold three times as much wine as in December-a prime wine-buying month. “Other wine retailers proved that there is plenty of business but it’s the direct marketing approach to the wine-buying customers that is opening the floodgates,” Berglund says. l









Lesley Berglund


Work Experience


2000: Winetasting.com President and CEO


1991: Ambrosia Co-founder


1990: Mac, Gemini Consulting Group management consultant


1985-1989: The Clorox Co. sales management


1984-1985: Procter & Gamble sales management


1983: Codorniu International wine marketing





Wesleyan University, 1984


Harvard Business School, 1991

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