(Forbes) - Marketing that you can’t call marketing.

“Flexibilizing” an otherwise monolithic institution.

And tapping into the “long tail” of wines worth loving.

None of it is easy — not the new words, not the new models, not the new way of connecting wineries directly with European consumers. But they are all part of the slow progression toward a changed industry that Andre Ribeirinho and the Lisbon-based Adegga Winemarket are intent on achieving.

“We’re not trying just to sell wine,” Ribeirinho said. “We’re trying to change the way an industry works.”

That would be earth-moving, for wineries and consumers alike. But it isn’t going to happen in one quake. Instead, the smaller shifts are evident in a series of direct-to-consumer events that Adegga has organized around Europe, from Oporto and the Algarve earlier this year, to Stockholm and Berlin in September and October, to Lisbon in December.

The goal is to provide an avenue for European consumers to directly access wines from producers who otherwise wouldn’t have the bandwidth to reach them, either because of limited supply or limited marketing outreach or both. Those are the wines that normally fall under the radar and through the cracks of the marketplace, yet they’re exactly the wines with an audience willing to pay for them.

Here are five insights from Adegga Winemarket, on the shifts that are putting more “long tail” wines into the hands of European consumers.

“Flexibilizing” the Market

The Swedish government’s monopoly system of selling alcohol is perceived as one of the most rigid and monolithic in Europe. Yet, as Adegga’s event in Stockhom earlier this month showed, the Swedish system is in fact slowly and quietly removing the barriers to the wine market for consumers. It’s possible to sell wine in Sweden outside the monopoly, but the pathways are less known and less understood, so Adegga worked with a local partner to navigate the legalities.

Ribeirinho calls it “flexibilizing” the market. For several years already, buying from the monopoly stores wasn’t the only way to buy wine: there is a small network of wine clubs and independent importers who offer a broader selection. Still, however, consumers feel that they don’t have enough choice, which is why Adegga’s event there was so successful.

“The Swedes are explorers,” Ribeirinho said. “They crave the sun and fresh-grilled fish and for the wines from these places. It’s important to consumers that they can access them freely and on a daily basis. And they have the money to pay for it.”

A Model for Diverse Revenue Streams

Adeggia is a platform for ecommerce and logistics that helps producers sell wine in the Winemarket cities. Producers pay a monthly fee to access the platforms and events, and Adegga takes a commission on every bottle sold. They also maintain a subscription model for top customers, who have first-chance access to special offerings