A wine worth nothing but nothing beats a wine, "says Andre Malraux. (This was before his rehab after he has slightly modified the text of his famous formula). He was right
Malraux. It's true we will find it in wine, and all prices and more. I remember a prospectus Atac (supermarket, not the anti-globalization) that landed in my mailbox last year, shortly after the wine fair for latecomers idle, which were presented ten "wine grower" in less than a dollar fifty.
The prospectus was illustrated by a beautiful picture of a grandpa in the middle of the vineyard vines, facies carved by years of toil in the sun, with his background in 4L parked in a way, kind Aime Guibert in Modovino, but I do not think it was him. It happened almost hear the deafening sound of insects and small birds, sometimes I wonder why they make such a fuss.
All this just to show the consumer that he could go there with your eyes closed, as was true of local wines, made by real pecnots. (On reflection, it was not Aimé Guibert.)
It was full with my cogitation marketing director (my wife) on the circuit distribution we wanted to focus on the prices at which we wanted to offer our wines, under our cost price, average prices recorded on our different names, the intrinsic quality of our product and market position desired (very professional approach what).
And Ben is not the sort of prospectus that allows you to plan your future with serenity.
I want to make wines of terroir, not fund local wines. But there's limits anyway. If you end up having to ride 4L when they make wine. In berlingo, OK, but 4L, do not exaggerate. In
Anyway, me, with the euro, I can barely pay the dry materials (bottle, cap, label, capsule) and the cost of bottling. It's true, when you get in front of your stations with your supplier 4L rotten, for sure to much misery, it will make you a price that would allow you to fall to 70, 80 cents per bottle without wine.
That means that in the end when you go do your shopping at Atac, do you buy for 70 cents per bottle of wine taxes, distribution margin understood, and even if I consider that the delivery was made freely by the winemaker with his 4L. And
well, at this price point, I wonder how it is Aimé Guibert supermarkets to change the tires of his car when they are worn. At least make the 300 hectoliters per hectare, I do not see how that's possible. If I argue from our returns, even the rubber wiper blades I can not change it. So if you're not only forced to ride in 4L, but in addition you must pass the head through the window to see the road on rainy days, you think that there are limits. It's true I'll look what I head down the driver window and my dog with his head down on the passenger side (he loves it). To be winemakers, we are nonetheless men and we are not obliged to nab an ear infection every time it rains. It's true what. Shit at the end what.
Fortunately, sometimes it happens to fall on news of a little less depressing. A few months ago, Laurent Bazin on his blog wine my friends engaged in a small survey of its readers by asking them what was in their opinion the price of a good wine. Strange question when you think, but after all, the answer is not without interest to the winemaker means, even if it does not count the number of Bazin's friends. The
majority of respondents said between ten and fifteen euros. There, I said OK. At that price, I buy even faux leather covers for the car. A sponge and clean it. Super handy when your dog has plenty of land sprawled on the seat.
In addition, a winemaker friend told me he had recently read a survey on a broad range of people on the price at which consumers have put enough thought into their purchase for a quality wine : 8.5 euros.
I like the aphorism of Oscar Wilde, who knew a radius (not supermarket) about human nature. "Never buy something you do not want merely because it is expensive."
It's so difficult for some to follow this advice that this should be incorporated in the definition of its sale price. It's not that we want to abuse the weak nature of some, indeed often inversely proportional to the thickness of their wallet, but it's true that below a certain price, as there suspicion towards the quality of your wine.
Given all this, and especially the random nature of each vintage, this is not easy to define a price that makes your wine "credible" in the eyes of an amateur, but still a decent value for money, and that you allow at the same time to buy the best dry food for your dog.
Because after the wine lover, the dog is the best friend of the winemaker, and it is well worth it buys the top of the top of the kibble.
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