Whether to buy wine on sale depends on
why the wine is “on sale” and whether the final price is really “below market.” Here’s a quick guide to when the retailer’s rationale for a markdown makes sense for the consumer and when it doesn’t:
Deal
- The retailer has a small quantity of a well regarded wine left that he wants to clear. This is a common occurrence but don’t expect to get a full case or even six bottles.
- The retailer obtained a volume discount and is passing along the savings. Note that many fine wines are hard for the retailer to purchase “in volume” so the higher end you go and the smaller the wine’s production, the less likely this is to occur.
- The wine is selling too slowly at its initial price so the retailer is cutting the price to recycle his capital into faster moving items
- Fine wine with cosmetic damages to labels or capsules may be discounted as their resale value by the collector has been negatively affected but that doesn’t matter if you plan to drink it.
Not a deal
- Everything at the retailer is “on sale” all the time. Usually this means the “initial price” is a sham and the sale price is often comparable to normal prices elsewhere. This marketing approach plays on consumers’ desire for getting a bargain even when it isn’t one.
- The wine is past its prime, increasing the risk that its taste is negatively affected.
- The wine is just poor quality with a low price that reflects it.
- Identified bottle conditions indicate potential damage to the wine itself (as opposed to cosmetic flaws).
Final price check worthwhile
Ultimately, if you’re inclined to buy an “on sale” item, you might wish to go online and check one of the wine price comparison sites like Winesearcher.com to see how the pricing stacks up with alternatives. You should also weigh the value of factors such as shipping costs, any wine guarantee offered, and the reliability of the retailer in your decisionmaking process.
Bottom line: Take advantage of the right sale opportunities to extend your buying power.
P.S. Here’s a link to Vinfolio’s sale items which are almost all in the category of “well regarded wine with small quantities available.”
