What to do About Pricing?

Dear Client: That is a big question that has been floating around the wine industry (and spirits and beer industries for that matter) for some time. Recent Nielsen scan data shows that wines priced above $20 per 750 ml bottle are taking the biggest average price decrease, down -43 cents in the 4 weeks to August 21. Yes, that category is posting solid dollar sales and volume growth, but at what cost?Several industry insiders sought to lay out some pricing