• Michael Cooper
    June 3, 2016 at 11:17 pm #27601

    At the end of a recent item on paid-for wine reviews (TV3 ‘Story’, May 31), co-presenter Heather du Plessis-Allan advised viewers to pay little attention to the host of gold stickers on bottles. “A better way to pick wine, somebody told me, is to look at the original price and how much it’s been discounted. If you are getting a $5 discount, that’s a bargain.” Everyone loves a bargain, but du Plessis-Allan’s advice is not worth following. Research into wine-buying behaviour by the University of Auckland Business School discovered that discounts are an even more important influence on consumers’ choices than prices. Rather than select a wine on the basis of its price category, or country or region of origin, Kiwis are more likely to be motivated by a $5 price discount. Recognising that, big wineries repeatedly ‘price up to price down’, by launching wines at, say, $23, then almost immediately ‘discounting’ them to $14.95. But guess what? When you buy the wine, it tastes just like a $14.95, rather than $23, wine.
    Do you agree?

    Jens Hack
    June 7, 2016 at 2:23 pm #27602

    Sometimes but in general not. In a supermarket or retail chain the odds are its a sales ploy. In a specialist wine shop there’s a chance it’s a ‘restant’ (or end-of-line) priced to clear. One example here in Amsterdam is the – aptly named – ‘Whales Tale’ (I’m not kidding). It always appears around Christmas as a ‘Usually €12-, now 2-for-1’ deal. The wine is more-than-likely a similar product to one normally selling at €6-7. I would not be surprised if it is re-branded.

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