Pricing Therapy

Mar 28, 2006

Before you all start crying about prices, two things. First, no one has released prices yet. Second, even if they are very high, you don’t have to buy the high-priced wines. There are going to be hundreds of good-value Bordeaux with very good to excellent prices. Trust me. So don’t lose it yet.

Also, if you think that it is going to be a problem for merchants to sell expensive Bordeaux this year, think twice. Bordeaux is a truly global wine, and there are consumers all over the world who want to get their hands on the stuff. From London to New York to Los Angeles to Tokyo to Shanghai to Bombay to Dubai to Moscow...they are going to want to buy the best 2005s.

There just aren't enough of the Chevals, Le Pins, etc., to go around. Even Margaux and Latour made less than usual though they still made about 12,000 cases. Do you think there are 12,000 people in the world who are willing to drop five grand on a case? I think so.

But remember, you can find some great values in 2005 Bordeaux….

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