Posts Tagged ‘wine marketing’

Buying Grange – Little Change

Posted by Martin Field on 13 May 2013 in Wine

Scene: Two politicians are dining in a flash restaurant.

Waiter: “And a red with main course sir?”

Host: “Yes. We’d like two glasses of the new Penfolds Grange 2008 please.”

Waiter: “I should warn sir that this is a very expensive wine.”

Host: “Like how much?”

Waiter: “Well, lemme see. A bottle would cost you one thousand five hundred and seventy dollars.”

Host: “Two teaspoons then.”

Waiter: “Umm. Take away one, carry the two. Yes that’ll cost you twenty two dollars.”

Host smiles and winks: “Don’t worry about the cost! Government credit card doncha know. In fact, make that two tablespoons.”

Waiter thinks: “Mmm, eighty four bucks!” Thinks again, “Hope they tip generously.” Exits via kitchen door, stage left.

Preposterous? No. The recently released Grange has a recommended retail price of $784.99*. Very few restaurants add less than a 100% mark-up to the retail price of wines so our pollies’ bottle will cost at least $1570, i.e. close enough to $2.10 per millilitre. (*Why do they use used car pricing techniques for prestige wine? Would it really deter any buyers if the price were rounded up to $785?) Read the rest of this entry