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International News
Pricing Strategies to Maximize
Profit in the B.C. Wine Market
By: Briana Tomkinson
M ass-market Canadian wine producers thing with your hands is to price accordingly,”
Kaisaris said.
like Arterra and Constellation Brands
have something most family-run bou-
tique wineries don’t: teams who use insights from A few cents can make all the difference
sales data to optimize their pricing strategies.
When the wine is flying off the shelf, it’s a good
Smaller wineries who don’t have the expertise, sign people love your wine. Yet selling out too fast
staff or time to do this tend to price based on intu- can actually be bad for your brand. Smaller winer-
ition. According to British Columbia wine pricing ies in this situation can increase prices by a few dol-
consultant Lindsay Kaisaris, many bou-tique winer- lars to strategically slow sales velocity, Kaisaris said,
ies are unknowingly leaving a lot of money on the and sell out at the appropriate time—just before
table. the next year’s release.
“The hardest thing to do when you make some- On the other hand, when a wine isn’t selling well,
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