No surprise that medal-winning wines command premium prices. Consumers like validation that they have good taste, and they’re willing to pay for it. [level-members]
You can ignore this or you can choose to work with it, but if you do choose to make this a part of your strategy, please don’t resort to shelf talkers that talk about a different wine from the same producer. Different bottling, different vintage. It’s just not right.
(The study, which his cited in this Drinks Business article, notes that not all competitive wins result in higher prices and that bringing home the gold is far more valuable than 2nd and 3rd places.)
If you’re looking to get started, here are a few recent winners you can ask your distributors about.