Sure, we’d all love to sell big ticket wines and nothing but. Roughly the same amount of effort, but more gross profit. But not everyone can afford those wines, so having a way to appeal to “the other 99%” is an important part of your wine shop marketing. [level-members]
As a geek, this brings to mind the Alternative To website, which helps you find alternatives to pieces of software you may not have or don’t use enough to justify buying. You don’t need to create direct parallels in all cases, but if you can point out wines that are similar to their big price tag brothers, you can win the hearts those customers with more modest pockets.
You most definitely want to be careful to point out what the alternative lacks – nobody likes surprises. But if people go into an experience with their eyes wide open and their expectations properly calibrated, they are more likely to have a positive experience.
In fact, I think an argument could be made for stocking vertically by price. That is, stock 3 or 4 or 5 of each varietal or style ranging in price from sub-$12 all the way up to $don’t-ask.
Once again, the goal is to encourage your customers to explore more broadly and fine they love that they can comfortably afford for everyday drinking, or at least a few nights a week rather than only on special occasions.