quote:
Why would seeing a wine at Costco make you feel less enamored about a place you visited?
In terms of just drinking wine, no it doesn't. However, I can see how selling at Costco would reduce the "boutique" aspect to the wine. Exclusivity is something that winemakers can offer as part of their marketing. There have been some interesting marketing studies done on products which people have a "personal" relationship with. If people feel a personal connection with a product instead of the typical commerical (i.e. economic) view, the consumer is much more loyal, forgiving of misteps, and willing to pay a bit more. However, this relationship goes both ways. If the consumer then sees the company acting in a more commercial manner instead of the "personal" way they view them, the consumer is more put off than if the business relationship had been entirely commercial to begin with. A business can choose to position themselves in either place, but should be carefull about having it both ways.
In a way, you can see this in some of the Napa wines and other wines from a well known geographic location. People travel to these places, stay at hotels, meet the winemakers. They are building a "relationship" with the product. They then expect the makers of that product to behave in a certain way. Selling at Costco tears down that expectation. That's why people will complain about some wine being sold there but do not have any negative opinion about a place that might be making 10,000 cases.