Pricing Architecture

Pricing is not aesthetics — it's positioning plus math. This is where we cover how to build a price that works in the real retail environment, earns distributor margin, and sends the right signal to the consumer.

If You Can't Describe the Human Choosing Your $22 Wine, You Don't Have a Brand

The $20–$25 price band wasn't built for consumers. It was built for the trade. If you can't describe the exact human choosing your $22 wine and the job it does in their life, you don't have a brand. You have inventory waiting to be marked down.