Thursday, February 25, 2010

2004 Brunello Prices Plummet

Note to Italy, to Tuscany and to Montalcino. This is just the beginning. Brace yourself.


Antonio Gianola said...

If you can buy Brunello at these prices, why would anyone purchase Rossos or even most of the available Vino Nobile?

Thomas said...

As Italians might not say, oy!

Does raise a question, however. What exactly should the price of wine be as the great Western societies come crashing down from an economic system that has peaked?

Alfonso Cevola said...

I imagine a perceived value. In my world there is still room for a $50 Brunello. Does that make a $25 one undervalued, or a good deal?

Thomas said...


I don't think it's the price or value of the wine that is the issue--it's the falling standard of living that drives the issue.

Even our loving wine world is touched by the obvious excesses of capitalism.

tom hyland said...


I couldn't quite believe my eyes when I saw this price. I'm all for keeping prices more reasonable these days, but $25 for a 2004 Brunello is a bit worrisome.

It would be interesting to know thet story behind this particular pricing. This could be a bit of a loss liter by the distributor to start getting some expensive wines out the door.

The problem with this is it doesn't represent the true value of Brunello. It's a short term fix and people who buy this wine will wonder why it's more expensive for the next vintage.

Also, do you have evidence of other wines such as this? Your headline was "2004 Brunello Prices Plummet'< but this is only one example.

Alfonso Cevola said...


Do you want to tell the story?

(That's a little joke that Jeremy and I have been passing back and forth)

I have seen prices plummeting in offers from importers, yes. 20-30%. The Cinderalla phenom might be loss but I don't think it leads to anything other than inventory reduction. Inotherwords, folks are tring to move out wine, even if they dont make any money. Cash not inventory is what folks are looking for. There are more examples; get on the Cinderella mailing list, so many of their offerings are from East Coast importers who also have distribution companies. It's pretty compelling.

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