Aggressive pricing from Fine+Rare drives sales

Fine+Rare has reported an encouraging sales rate for its 2010 Bordeaux due to what it terms “aggressive pricing” in the face of low consumer interest.

With reports on the 2010 vintage indicating that consumers are less interested and indeed less willing to pay large sums of money on the back of the 2009 vintage, Fine+Rare has decided, according to Simon Davies, head of marketing, “to apply a fixed low margin in order to put as much value back into the consumer’s hands as possible.

“We realised that on the back of 2009, when so much was spent by our clients, 2010 was always going to be a hard sell,” he told the drinks business.

“But we believe that it’s a fantastic vintage and in order to give 2010 the push and exposure it deserves we would have to take a stand.”

He was sure to point out that the policy is not a “price cut” as the wines are only just released, but it is necessary to encourage consumers to buy.

This lack of consumer interest in 2010 has previously been reported by db and there have been reports of some traders suffering an 80% drop in volume sales compared to last year.

Rupert Millar, 02.06.2011