Following yesterday's post about pricing (and the true value of a $18 wine being sold in a "buy one, get one free" offer), consider this (heretical) question: What if you let your customer decide how much a bottle of your wine is worth?
I know, I must be losing my mind. I only ask the question because some recording artists are experimenting with the idea of letting customers decide the price of their music. Imagine how much press a winery might get if they took this approach to pricing one of their wines.
"But, " I can hear you say, "what if people don't want to pay a price that permits us to stay in business?"
What does it mean if people think your wine is worth less than you are charging for it? In my experience, it means that you only sell that first bottle: "That bottle of '02 Acme Cabernet was OK for $20, but the '02 Erstwhile Cab was the same price and I liked it better."
Don't take this post literally - I know that downloadable music is not the same as a bottle of Pinot Noir. But pricing (as opposed to just price) is a way to distinguish yourself, particularly for a smaller winery where direct sales play a larger role and making people aware of your wine is job one.