Doug Jeffirs watched as cases of Beaulieu Tapestry 2006 gathered dust last year at Binny's Beverage Depot, a 24-store chain in the Chicago area. Jeffirs, director of wine sales, knew that the Bordeaux-style blend from Napa was a good wine with positive reviews but, "Nobody wanted it at $39.99," he said. But as the holidays approached, Beaulieu dropped the price. Suddenly, "Everyone wanted it at $29.99," said Jeffirs. "Lots of people who would spend in the $20 range for a Cabernet or blend recognized that it was a deal and traded up."
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