Chilean winery Casa Lapostolle has decided not to reduce its prices, despite seeing sales fall to date in 2003.
The winery, which is owned by France’s Marnier Lapostolle family, was founded 10 years ago. Its strategy has been to produce high-end wines with an air of exclusivity.
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General manager José Manuel Rogers admitted that falling sales could be the result of rising prices for Lapostolle’s wines over the last few years – a time when other Chilean exporters have sought to cut prices – but he said the company had no plans to follow suit.
“Unlike other wineries, we aren’t going to reduce our prices to boost demand. We know what our products are worth and if we bring prices down now, it will be very hard for us to charge their real value in the future,” he said.
