I’m curious. I was reading an article about some markets declining their allocations for highly sought after cult wines, and those allocations suddenly become available in other markets at reduced (depressed?) prices. Are you all making adjustments to your allocations for various markets? Are you pushing more wine out there at lower prices for cash flow or using this time as an opportunity to increase your inventories and maintain pricing?
We are offering more specials and case discounts in our DTC program, and have been maintaining pricing (not increasing as costs continue to rise). But I’m aware of at least one or two local brands that are decreasing their pricing across the board to increase cash flow.