Totally Lower in Price
Like I said earlier, when the market starts to heat up and the pressure of quotas begins to tighten like a noose around the neck of suppliers, dumb decisions get made and all hell breaks loose. People start playing around with brand integrity and end up ruining the party for everyone (except for whiskey customers, of course!) Take our new price on Lagavulin 16 year, for example. It's totally lower than anyone else at the moment. Like, totally. Most places are at $70 per bottle, which is where we used to be. But we're totally beating everyone now.
We're at $55.99, which is totally the lowest price we've ever offered.
As I mentioned in this morning's post, when retailers and suppliers start getting sloppy, you the customer win! And you win big! Like with fifty-five dollar bottles of Lagavulin 16. All I have to do is make a few phone calls, and--poof!--the price changes just like that! I know some big stores think they're in control of pricing and that they call the shots in the major market because they buy volume, but I'm here to tell all of them clearly and matter of factly:
YOU DON'T. We can flip that script in two seconds and we can do it whenever we want.
I can't wait to see what else happens! This is totally crazy!