A price too far? ...or not far enough?

Author: Lockshin, Larry

Abstract: Penfolds hasn’t been shy about putting its prices up in recent years, or launching new products with breathtaking price tags. High prices can provide a useful halo effect on wines lower down the hierarchy, but this only work if those wines are high quality and above $20. The other consideration is the proven aging potential of high priced wines. This article looks at why some wines can ask these prices and others not?

Publication: WBM. Australia’s Wine Business Magazine, April 2014, pp. 56-57

Download PDF


Now available as an eBook exclusively to Apple iBooks


The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.