Andrew Peller Ltd T.ADW.A

Pushback appreciated

[TheCount11]

What would be your pushback on my claim that Peller can raise prices double digit while only losing single digit volume? 

This is not a financial statement question but rather your perceptions on consumer willingness to pay given Peller wines are priced from budget to premium.

So my pushback to "Peller can raise prices double digit while only losing single digit volume" is their inventory, distribution and logistics are centered around current product mix and low priced consumers are currently very price sensitive.  Less scale will negatively impact operating margins.

[johnathamilton]

Wine is becoming a commodity. There are so many brands on the shelf and Peller doesn't have the brand recognition that would allow it to increase prices. It is already priced at the high end of the Canadian listed wines so I don't think a price increase would be well received. It may well end up in double digit sales decrease. Further more, while a double digit price increase would

[TheCount11]

Thanks for feedback!  I would agree with you that a large price increase won't be well received.  What I like about Peller is the Niagara experience.  I changed my perception of the brand over years of repeatedly visiting the wineries.  I would always head back to Toronto with a few bottles of icewine.  Isn't it the ultimate advertisement?  Its very

[johnathamilton]

Has there been any word on how the cold weather affected their 2023 production in BC? I heard that the Okanagan got hit hard.