When it comes to developing new revenue streams for Carpe Vino, Drew and I were about tapped. The business school mantra is “grow or die,” and we’ve worried about that for a lot of reasons: The restaurant is maxed out in terms of seating; the Wine Club is still growing but not at the heady rates of a few years ago (we’re just about ready to hit 1,000); we’ve run out of room to add more sales staff; and our e-store is performing optimally. So how do we continue to grow our little enterprise in Old Town Auburn?
Easy answer—short answer—is launch our own wine brand!
And that’s what we’ve done this month by introducing Shiner Wine Company and our first wine, a 2008 Napa Valley Cabernet Sauvignon (Oak Knoll). It sells right now at an established winery for $48 per bottle. We’re pricing it at $35 retail; $30 for Wine Club members. Buy six or more bottles and the price is $25 each. . .an astounding value for a wine of this pedigree.
By way of explanation, “Shiner” is the wine industry term for a finished bottle of wine that comprises the bottle, juice, cork and capsule. . .everything but a label. We’re tapping into our extensive wine contacts across the West that we’ve developed over the last decade, and we’re aggressively seeking out the best wines we can find for our new label.
All red wine clubs will receive a bottle in the November shipment. And we’ll have it open for tasting in the wine bar. We started pouring the wine in the restaurant last Friday night and sold eight cases right from the get-go.
For the full story, please check out our new website: www.shinerwines.com.