I’m always searching for special opportunities to feature wines that I buy in really large quantities at hugely discounted prices. Here’s how it works: I scrounge around looking to capitalize on someone else’s mistake. I know it sounds dastardly, but really – it’s not!
Wholesalers make commitments to wineries for certain quantities. It’s a bit of a guessing game. Sometimes they over-buy and need to clear out inventory before a newer vintage is released. Or sometimes the wholesaler’s relationship with the winery has changed – they aren’t going to continue to represent the brand but the fodders are full… you get the idea. The only thing I insist on when I’m securing my wines of the month, is that whatever I’m considering is of outstanding quality and is deeply discounted. Red, white, or pink – it matters not – so long as what’s in the bottle is something I feel is worthy of a massive buy – worthy of your attention.
We always display them in the same spot in each of our stores so they’re easy to spot. Our core customers know from all the years we’ve been doing this that whatever it is we’re featuring for our wine of the month is definitely worth trying. Then the trick is to come back before it’s gone forever!