Wrong Take · Jun 9, 2026
Don't cut the bottle price. Discount the shipping instead
Low-performing wineries are twice as likely to lead with discounts, and high performers are 60% more likely to raise prices. Protect the price on the label and change the offer around it.
The take everyone believes: When wine isn't moving, cut the price.
Why it's wrong: Discounting trains your most loyal customers to wait for the next markdown. Across a portfolio, it drains brand equity, and luxury buyers read it instantly. In Silicon Valley Bank's 2026 report, the low performers led with discounts; the high performers raised prices.
What to do instead:
- Discount the shipping.
- Bundle a few bottles.
- Drop a surprise bottle into a case order.
The bigger picture: Efficiency and price cuts keep you in the game, but they've never once made anyone want to buy a bottle. Aim your effort outward, at customers and relationships.