I would sell the wines at prices people can afford to buy at. That’s the only successful option. If my costs, and my costs are exactly as you describe, exceed the pricepoint I can sell the wines at, then I need to cut back my production until my suppliers also get the hint.
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Sales are definitely down. I run a very lean ship and I’m also being as active as possible re winemaker dinners, pouring at wine bars, etc . . .
The reality is that there are so so many wines out there - it’s tough to get your foot in the door, especially as an independent winery without brokers/distributors.
That does not stop me from trying, and I am not discouraged at all - just challenged.
Cheers
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As a former business owner, I am trying to wrap my head around this. My suppliers would actually charge me more because I was buying less.
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You are assuming there is a line for grapes to gobble up excess for vintners who reduce/pass…which there may be…but if there isn’t at $X per ton then vineyard owners have to bulk them out or reduce their prices to create demand to sell thru a vintage.
It’s not a durable good until it is made into wine, its a perishable with a very small window to pick, press, ferment.
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If my business is the only one reducing, that might be true. But cork companies and glass producers have been enjoying the 25 year growth curve as much as wineries. They are competitive and I am in no way accusing anyone of gouging, but if wine production declines across the planet (or even just a continent), then other pieces will come down a bit as well.
Growers, unfortunately, will be in the most perilous position, as Kris noted they don’t have a shelf life on their grapes. Supporting them is our first priority.
Like Larry, we run very lean on the production side which helps, and this board is remarkable in it’s support. Probably the key goal that I see in this is surviving the full pantry (2020 didn’t help with this, and shifting a significant portion of our production to sparkling is tough timing) and getting wines in front of 25-35 year olds that pique their interest at prices they can afford.
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Your contribution to this forum is truly remarkable across so many topics. I really need to get some bubbles from you soon to support. Should I email directly?
megan@goodfellowfamilycellars.com
(503) 347-6366
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Indeed, it’s quite the conundrum.
I appreciate that they are pretty transparent on their pricing. The explanation on Oakville Farmhouse for example–and the the last release was a library and rare bottles release. That said, I’m sure the amount of bottles I buy from them is down by way more than 10% mostly because of pricing. I also didn’t buy any Oakville…
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You’re not the problem, everyone slow or stops buying at a certain age ; it’s the missing thirty five year old going to tastings and starting to build up speed on their own cellar that’s the problem. Props to you for having done your bit. 
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Pretty active Reddit thread on this as well. https://www.reddit.com/r/wine/comments/1cn7aqg/california_wine_is_in_serious_trouble/?share_id=25CPqi_QG0_iB7xUzefmO&utm_content=1&utm_medium=ios_app&utm_name=ioscss&utm_source=share&utm_term=1
A happy meal used to be three dollars. It’s not anymore.
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One point that does not get mentioned often enough in relation to California
megan bell makes some great (and affordable) wines; bummer that she is struggling. anyone who is a fan of aromatic, lightly extracted and elegant wines should give them a try!
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This is a tough issue.
I can recall when Spottswoode could be had for 30-35 bucks.
What’s the mailing list now, 285?
The price certainly outran my ability to participate.
I figure they can charge what they like, I can participate, or not, and people opining the change in affordability can opoine as they please.
What gets under many people’s skin is that they can no longer afford to buy the very same product from the very same producer for whom they had great affection. It’s feels like breaking up. 
So, markets gonna do what the market’s gonna do, with or without me!
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I’m willing to give Bedrock some leeway on some of the increases, particularly vineyards like Oakville Farmhouse and others that if not stewarded by them or purchased by them likely wouldn’t stand the test of time. I just consider it my small contribution to helping protect some of California’s oldest historical vineyards and vines
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Absolutely and I have been priced out of plenty of wines that I loved. But finding new ones to love is part of the fun. Man was not intended to be a monogamous wine lover. I have not been priced out of a happy meal as of yet, although I have self-selected out
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I finally tapped out this year. Some of that has to do with saving for a move but at $260 a bottle I didn’t need this wine any longer. I do love their wines. I’ll backfill older stuff to drink when I want more.
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stay strong. i’ve held onto my dominos affinity/affliction.
That’s a very fair point, and I am mindful of that. Glad you stated it. Morgan is doing special things. Oakville Farmhouse is one wine that I would not be particularly price-sensitive about either. It is one of the more unique wines made in CA.
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