You guessed already right?
Well here's roughly the ratio for wines sold:
Casal Garcia Vinho Verde $9: 4 bottles
Angeline Sauvignon Blanc $14:  4 bottles
Pine Ridge Chenin Blanc + Viognier $14:  2 bottles
DMZ Chardonnay $16: 2 bottles
Leitz Eins Zwei Dry Riesling $16: 2 bottles
Col Vetoraz Prosecco $15: 3 bottles
For each bottle sold of the more expensive Chardonnay, riesling, or Chenin we had sold two bottles of the less expensive Vinho Verde or Sauvignon Blanc and one and a half bottles of the comparably priced Prosecco. I have to admit to being a little surprised. Given the national sentiment towards Chardonnay I would have thought the DMZ, which is quite a nice example of Chardonnay, particularly for the summer, would have sold more. In fact I expected it to be the top seller, after the Casal Garcia, i mean you can't ignore the effects of a crisp sip of Casal Garcia afar coming into the store on a 90 degree day, especially at its sub $10 price.
And then there was the Prosecco, which was a bit on the high side of this selection, but it all was what it was, and then I went back to the pouring bar to get my stuff and it struck me, all three of the top sellers were sitting right there, in the ice, well displayed, fresh and glistening! Could that display have played a subliminal part in people's choice that day? I would have to replicate the event to be sure but I have to say that in all likelihood it did. The Casal Garcia sold on price but the Sauvignon Blanc and the Prosecco were no cheaper than the rest of the wines, and to be honest I probably gave the sauvignon Blanc the least praise and yet there it was.
So what's the lesson here? There might be a few but the first is absolutely that your customers most likely are trusting their palates. I think and relayed the thought that both the DMZ and Pine Ridge are great values and yet my audience this day didn't really bite on that messaging. what they did bite on was seeing the bottles nicely displayed. Enticingly displayed given the weather. So when you're out in the trenches selling, feel free to regale your customers with your stories and opinions but don't be surprised if they just buy the bottle that is most attractive or attractively displayed. Don't take it personally, it's just how our brain is wired, but do try and take advantage of it! We actually sold one bottle more of the Leitz riesling than either the Chardonnay for the Chenin. Who'd of thunk?