The reason someone buys a sealed jar of wine is moving forward in time, from "I once visited the distillery" to "I have a life milestone coming up", and once the reason lives in the customer's own life, the entry point of the list switches from visit records to milestone data, yet most distillers only hold the former. This article explains why milestones are predictable while visits are random, then lands on the three fields worth filling first: the occasion, the reminder time, and the gifting chain. However wide the list's entry point is, that is how big the business can get — of the people you know, how many have a reason to open a jar in the next half year.
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