Chateau Cheval Blanc Goes For Broke With Wallet-Busting Prices
Is the time when everyone is dropping prices the moment you should raise yours? The team behind the Chateau Cheval Blanc 2008 seems to think so. Decanter reports that the wine has gone on sale for around £3,500 a case far above the First Growths. Even the always-pricey Lafite Rothschild is hovering around the £2000 mark. The other Bordeaux have also been out a while, so basically Cheval Blanc released at double the price of the top wines. Admittedly, the Chateau Cheval Blanc is one of the best "brand names" in French wine and it did get 97 points from Robert Parker. Still, the price seems extreme. The Decanter article suggests that pricing the wine high was a way to position it as a super-luxury product on par with Ausone or Petrus. This seems to imply that the luxury wine consumer is thinking with his wallet and not his palate. Is raising the price the only way to let the public know that a chateau has a good vintage on its hands?