Winery lets customers set prices

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What works for alternative rock music, might also work for wine. You may remember how Radiohead got the world’s attention when it let listeners download its album In Rainbows, asking them to pay whatever price they thought the music was worth. Sales of the album reached USD 10 million. Since then others have tried the pay-what-you-like marketing technique, including Paste magazine, which we featured in October.

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