Half price DRC in Sweden

A Swedish store will begin selling half-price bottles of Domaine de la Romanée-Conti later this month.

The 24 bottles will be sold on a first-come, first-served basis at the Swedish monopoly’s Systembolaget stores.

While the average retail price for DRC is £4,000 to £5,000 a bottle, each bottle in the sale is being sold at SEK24,495 (£2,273).

The reason for the low prices is due to Systembolaget’s purchasing method, which features an equal pricing structure for all wines regardless of their type, value or, in this case, rarity.

All that will be added to the wine’s price is a fixed margin of SEK3.50 (32p) and 19% of the cost price.

Rupert Millar, 04.10.2010