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Very very traditional consumers of wine much prefer to buy wines directly from the barrel or the vat. This has been usual in our winery in the last decades. Some of them come here between March and May, just after the malolatic fermentation has occurred, with their own bottles and demijohns to take home a wine they think is healthier and more genuine.
As you say, probably is old-fashioned, but wineries can find here a good way to sell their wines.