Like almost every Amex offer, they are discounted because the original price is 30%+ more than fair market value. There are exceptions (Benchmark?) but that is the rule. Seriously, if you are paying MSRP at Aveda, you know they are charging you a king’s ransom for a few ounces of their nectar of the gods, and you simply have enough money to not care about the amount they withdraw from your accounts.
If you can suggest a deal from B Cellars or Stags Leap, I’d love to hear about it.
…or they want to attract more customers that buy directly from them and this is them funding customer acquisition.
Stags Leap:
Cab (estate) '17: $60 MSRP, $42/btl online at the winery or $36/btl if you buy a case. Shipping and taxes excluded. With AmEx offer, buying 5 bottles ($210) or a case ($432) reduces the cost per bottle to $30/btl (5 bottles) or $31/btl (12 bottles). Lowest price on WS Pro: $33.33 (Wine Library). Community average on CT: $48
This is the worst-case scenario: it’s their most popular wine and it’s widely available everywhere. In this case the difference between retail and AmEx offer is small. Still, the AmEx offer + buying direct is 10% lower than minimum listed retail. It’s not a great deal but it’s certainly a deal. Can you get it for less? Maybe at auction but you’d have to hunt for it and outbid all other home players. A 2012 of this wine recently went for $40 + vig = $47 on WineBid.
The only other wine of theirs listed on their website I am familiar with and can recommend is a 2013 Late Harvest, a Sauternes doppelganger. With MSRP of $65 for 375ml, it’s overpriced. They offer it for 20% off per bottle on the website so 4 bottles = $208. With AmEx discount it’s $148 or $37/btl. At $65, I wouldn’t buy it but at $37 it’s in the “let me try it” territory. It’s not available anywhere else, no listings on WS Pro and I haven’t seen it in auction. Is it a deal? Depends on whether you like this type of wine and the producer.
B Cellars:
As a producer, they’re a notch or three above Stags Leap and therefore a better deal. Wine I recommend:
2017 Cabernet Sauvignon Beckstoffer Georges III Vineyard: MSRP of $210 on the winery website, with AmEx offer: $165. Lowest retail is $250 on wine.com. CT average is $170 and WS Pro average is $230. Lowest I’ve seen is a 2013 vintage on WineBid for $130 and that was a once in a lifetime opportunity.
While deal hunting 10 years ago, I bought the 2007 B Cellars Beckstoffer Georges III Vineyard for $54. I realize that is not comparable but just an indication of my definition of a good price. $130 for a 2013 B Cellars Georges III would not get me excited. I only bring it up because it’s my only experience with that producer.
Regardless, if you like those producers, the discounts you describe may be desirable. Carry on, and sorry to bother you.