Too Many Grapes and Not Enough Drinkers Spell Trouble

Salmon, a senior vice president of marketing at Jackson Family Wines: “We see this magic line of $19.99. When you start to get over that, it’s a hard line for a lot of people, especially at the grocery store” where nearly half of U.S. wine is purchased.

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Jackson’s La Crema brand—a bestseller across the country—recently reduced the price of its Sonoma Coast Pinot Noir, which it typically sold for more than $25 in many regions, by about $1.50 a bottle. The company is also introducing a new Kendall-J