How can you measure the valuation of your wines according to the sales channels and markets?

The valuation of your wines is a very important marker for your image, of course, but also and above all for your commercial partners. In fact, a distributor will have to order your wines, pay for them and transport them and will have to carry part of the stock over the year and sometimes over several years. This is why the valuation of your brand over time is a very important marker which will enable your distributor to look into the future and potentially keep a little stock to offer older vintages which fetch higher prices on the market.

Comment mesurer la valorisation de vos vins selon les canaux de vente et des marchés ?

Problem

It may be difficult to establish a realistic valuation for your wines by vintage as the majority of the referencing you encounter online comes from the secondary market where there are no operating rules in place and where the people involved can propose the prices they want, without even having any stock. This is a technique to lure customers and then offer them other wines. Unfortunately, this can have negative consequences for the value of your brand with prices pulled downwards.

Solution

Wine Services is a unique platform when it comes to this as it lets you see the “real” prices of your wines according to the sales channel and the market with the guarantee that the bottles are physically present in the point of sale. So, the prices proposed are the prices that the end customer actually pays in a restaurant, to a wine merchant or on online reference sites.

Results

An estate in Champagne uses the prices referenced by Wine Services on the different markets and sales channels and compares them to the ex-cellar prices for each of these distributors, thereby enabling it to evaluate the overall margin for its wines. By looking at the history of its prices over the last 5 years this estate was able to see that its wines had been valued at 11% over the period. By communicating this valuation effectively to its distributors, sales of its latest vintages grew by 8%.

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