How to Land On Pricing for a New $275 Napa Cab - and $90 Chardonnays as well

[ray_ormand]

The full story in one place:

Parable Wines - The Napa Wine Project

[Chris_S_p_i_k_e_s]

@Daniel_Walsh

Because Beckstoffer and it’s riduculous that he forces these wineries to charge at least $225 to use the vineyard name.

Newsflash, there are so many other great vineyards that are not owned/farmed by Beckstoffer.

IMO, a Beckstoffer Vineyard doesn’t carry the same weight as it used to.

Why is it ridiculous? Andy spent years developing the quality and brand reputation for his fruit and is now using that to leverage the value. It’s how a free market works. You and I as the consumer have plenty of choices as to whether we value it at the price asked.

Every business wants to be able to use their brand as an economic booster and it’s especially important as you move higher in perceived luxury. Think: Apple, Coca Cola, Mercedes, Cartier, Louis Vitton, etc.

If the brand no longer carries value to the consumer, the market will adjust downward on prices. Right now, the brand sells wine. You and I don’t have to be buyers if we choose.