From The Complete Moron’s Guide to Starting a Boutique Winery for Dummies (2007)Cover | 1 | 2 | 3 | 4 | 5 | 6 | 7
Pricing
This is not nearly as difficult as some people want to make it. Surely some people look at direct costs into their wine, and divide fixed costs by the number cases produced to arrive at the bottom line. But let’s face it, bottom lines are for bottom feeders. Remember that you are a wine iconoclast; you play by different rules and you are venerated by the public (see MANAGING YOUR FAME, above). So when arriving at a price for your wine, find the most expensive wine in your region and add $5.00. Then ask your closest friends if they agree (this is also a great way to find out if they really are your friends!).
One tactic which has been successfully employed is to team up with another winery and argue in the press: which of you had the first $100 bottle of wine.
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