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November 19, 2012

Two Revellos are better than one

There are all kinds of creative ways for retailers to have sale promotions that sound pretty enticing. But if you calmly do the math, many of them simply don't make "cents." Often the quality of the wine(s) offered, no matter how dazzling it sounds, isn't worth the final price per bottle. To further complicate the process, the alcoholic beverage industry has its own set of rules that apply to exactly how offers can or can't be worded.

Beyond all of that, there are the "games people play." Our best example of that is with a wine storage unit we used to sell. The wholesaler was adamant that the offer price was never to be touched, not even by a penny. Yet we saw another store offering a "free $1000 coupon for wine to fill up your new $5000 storage unit if you buy it from us." When we questioned the dealer on how that was any different than knocking $1000 off the list price, they answered that it was completely different. Semantically maybe, but not actually.

There are two morals to the story. One, of course, is that we haven't sold wine units since that conversation. The other is that there are many roads to the same place. Sometimes we have to present things in a different way to deal with people's concerns, both real and imagined. But in the end what matters is you getting the best buys on the best wines we can find, no matter how we have to go about it.

That being said, here is one of our new approaches that we are going to use. The 2007 Fratelli Revello Rocche dell'Annunziata Barolo has been highly-reviewed by the critics (JS 96, WS 95, WA 93+, & IWC 93). The lowest price per bottle we found on the current market is around $100 and the original release price is listed at $108. Here we are offering you a 2-pack for $107.99! Technically, we can't say "buy one get one free." For other reasons, we can't sell it at $54 per bottle. But we can sell you two bottles for the price of one and you can buy as many 2-bottle sets as you want until we run out. No matter how you get it, it's a sensational deal on a top-flight Barolo from an excellent vintage at effectively half-price!


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