Three days before the big launch, Investigations have revealed that Dan Murphy's, the big-box liquor store owned by Woolworths, will look to sell the latest Penfolds Grange release at around $580 a bottle, against the recommended retail price set by Penfolds of $625 a bottle, though this could change, according to a report by Sydney Morning Herald.
Vintage Cellars, a convenience and smaller format store owned by Coles is planning to match that offer. US discount giant Costco, has still to receive their allocation of the latest Grange and are believed to be concerned about the timely arrival of the stocks allocated to them. Although a new entrant into the Australian supermarket and grocery sector, Costco is a well established and known retailer of luxurious and high-priced wines to its club members (membership is available and open to all those willing to pay the nominal club subscription annually). It has the purchasing power to control the discounts and offer most attractive rates.
Grange is considered one of the most prestigious and luxurious wines of Australia and its latest release has been one of the most anticipated wine releases of the year.
This is not the first vintage of Grange to be released in the supermarkets though. The 2006 Penfolds Grange was also released in the supermarkets that reduced the rates from the recommended retail price of $599 a bottle. Unlike the Delhi market where prices cannot be reduced by the trade by excise laws, the retail price set by Penfolds is only a recommendation; the producer has no power to enforce a floor on the latest 2007 vintage.
Unlike in India, both Woolworths and Coles-owned wine shops have invested in extra marketing and in-store events to attract customers. Some stores will also hold large events on the coming weekend to bring in crowds. It is also expected that both Coles and Woolworths will advertise widely in newspapers as their prices are similar for the Grange 2007. |