While each wine producer values its customers, the smallest of all the wine producers tended to have a more personal relationship with the consumer. One of the biggest aspects of being in the wine business is to be able to market the product you wish to sell. “If people are interested they will take them into the barrel room, explain the different processes, and explain about the wine and how it is made. It believes it is important to establish a relationship with the customer, providing a quality experience as well as a quality product.” (Monday and Wood-Harper, 2010, p. 23) This goes hand in hand with how all small businesses are run, it is a more personal relationship with the customer. People build relationships and the customers keep coming back. While the micro producer only produces an array of table wines, the quality is good and the relationship is there to keep making sales.
As for some of the larger producers, they produce a wide array of wines varying in quality. It is a less personal feature and rely more on the use of sales staff and agents to sell to customers. As seen in the distribution phase, the larger the producer gets, the further their reach is to consumers making it difficult to have a personal relationship with all customers. The larger producers who rely more on agents and sales staff often look for agents that have the same value system the producer holds.