Winery setting Prices, please respond

[wondersofwine]

As a consumer, I try to stay under $50 for any bottle of wine (including Burgundies and German eisweins where it might mean a 375 ml. bottle) and under $30 for California wines. Pricing it at $33 a bottle retail would most likely cause her to lose me as a potential customer. I just picked up a Ridge Lytton Springs Zinfandel for $29.95, barely making my cutoff point.