In my experience as a sommelier and brewer, I have found that purchasing wine directly from a winery can often be more expensive compared to buying it from a well-established wine store. This may come as a surprise to some, as one might assume that purchasing directly from the source would result in lower prices. However, this is not always the case.
When wineries sell their wines at their own establishments, they are essentially selling at full retail price. This means that you are paying the maximum price for the wine, with no middleman involved. While this can be a great way to support the winery and have a unique experience, it often comes with a higher price tag.
On the other hand, when wineries distribute their wines to retail stores, they typically sell them at a wholesale price. This allows the stores to mark up the wines to make a profit, but their markup is usually lower than the full retail price you would find at the winery. This is because wine stores often have the advantage of purchasing wines in bulk, which can lead to discounts from the wineries.
To put it simply, when you buy directly from a winery, you are paying the full price for the wine. However, when you purchase from a wine store, you can take advantage of the store's negotiation power and potentially get a better deal.
Of course, there are exceptions to this general rule. Some wineries may offer special promotions or discounts for customers who visit their tasting rooms or sign up for wine clubs. In these cases, it may be possible to find wines at a lower price than what you would typically find in a wine store. Additionally, smaller or boutique wineries that do not have wide distribution may sell their wines at a similar or even lower price compared to retail stores, as they rely heavily on direct sales to consumers.
In my personal experience, I have come across instances where I have found certain wines to be priced similarly or even slightly cheaper at a winery compared to a wine store. However, these instances are relatively rare and typically involve unique circumstances such as limited production wines or promotional events.
To summarize, while it may seem intuitive that buying directly from a winery would result in lower prices, this is not always the case. Wineries often sell their wines at full retail price, whereas wine stores can offer discounts due to their wholesale purchasing power. However, there can be exceptions, and it is worth exploring both options to find the best deal for the specific wines you are interested in.