Wine led, food was the magnet

principle — attributed to Lee Brian Schrager

The order of words inside the festival name was a strategy document. Wine led because wine was the business: the margin driver, the category that needed narrative and emotional reinforcement at scale. Food was the reason chefs, media, and consumers came into the tent and stayed long enough for wine to be discovered rather than sold.

"Wine led because wine was the business... Food was the magnet."

strategy, category