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Why It’s So Hard to Sell Wine on the Internet

A tech-savvy startup may have figured out how to make e-commerce vino work. They make it themselves.
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In 2012, a startup named Club W set out to help millennials find and buy decent wine on the internet. With bottles from a few boutique vintners, a slick web platform and a simple recommendation algorithm, the Los Angeles-based company had a propitious plan.

It didn’t work quite as hoped. So when the company’s founders tried again, they decided to get their hands dirty.