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Budgeting for Uncertainty: What to Do When a Plan Doesn't Survive Contact With Reality

byCurtis Phillips
Sep 2018 Issueof Wine Business Monthly
Does anybody know what’s really going on? I sure as heck can’t predict what is going to happen one hour to the next, much less make any accurate predictions about how this year is going to play out. I’m only sure of two things: (1) Any predictions about foreign exchange rates and commodity prices are likely to be proven wrong, not just in detail but in the fundamentals, (2) Any predictions about the U.S. wine market are unlikely to hold long enough for the ink to dry on them. T...
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