Italian Wine Podcast

Welcome to episode 1449, What Pricing Communicates (for Fine Wine) with Peter Yeung This is the Wine2Wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide. About today’ session: Pricing, for fine and luxury wines, is always a complex topic. Whereas for more “commodity” or everyday wines, where pricing is a function of the what market will bear, pricing for fine wines has many embedded messages in it. It communicates where the brand is positioned (or desires to be positioned) in a regional and global market. It sends a message to consumers about the winery’s value proposition to them. In this session, we will explore both the art and science of fine / luxury wine pricing and what pricing communicates to the marketplace. About