Shoppers Vineyard Monday eLetter

Here's the funny thing about distributors and product reps. They THINK they know about retail, but in reality they have NO CONCEPT about selling to consumers. Some of the dumbest stuff I've ever heard has come out of these people's mouths. And of course I have to call them on it, but instead of them admitting I'm right (which I usually am) they just call me an "a$@hole".

The biggest issue I've had recently is with Limited Edition items. I have no problem with Limited Editions, but when a distillery releases ten LE's in a year it has a tendency to dilute the concept. The more you do the harder they become to sell. Before the release the distributor or rep is strutting their feathers acting like they are doing you a favor by giving you a few cases, but they come to you with their tails between their legs when sales doesn't meet expectations and they have a surplus of cases they need to move. That's what happened with today's deal: Woodford Reserve Masters Collection Rare Rye Whiskey Selection.

Let me start off by saying this. I like the guy that handles this brand. He's one of the few people I think understands the marketplace. However, I think he misjudged the legs of this product. It was a great concept that I think fell short because of price and a down economy. Hey, it happens. Before it was released I was told I was only going to get five cases, which is a bit of a slap in the face. Now I'm being asked to take as many as I can. In a case such as this I would go for the jugular, but since I like this particular guy I took it easy on him. See, even I have a heart every now and again. We sell this item for $99.99/bottle, but I've seen it for as much as $120/bottle. I will be putting it on sale for $79.99/bottle. I'm not sure how many cases my distributor has, but this is the kind of deal you want to jump on.

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