Price Points

price points, the supposedly particularly significant retail prices that increasingly dominate wine selling, whether by producer to retailer or by retailer to consumer. Mass market wines are typically offered by the producer at a proposed retail price of x.99. Bigger retailers impose a carefully planned timetable of retail discounts and promotions on their main suppliers, thereby sometimes entailing artificially inflated base price points from which these ‘reductions’ can be made. In common usage ‘price point’ is often used instead of ‘price’.