You may prefer Robert Parker’s rating system for wine, but the latest issue of Wine Spectator (Oct 16^th, 2009) should be causing alarm bells to be going off if you are a winery.

With a circulation of over 300,000 an issue, that magazine does affect a lot of wine drinkers’ decisions, and if this special issue doesn’t stop you in your strategic tracks I strongly suggest that you contact someone like John Corcoran (http://www.thinkwinemarketing.com) or some other strategic marketing consultant (like me).

For those who have not seen the cover yet, the issue focuses on 500 rated wines for $20 or under. They break it down by several price categories all the way down to wines under $10 that are at least 80 points or higher. If you are one of the wineries that made the list, let me congratulate you.

But that is not my point.

If the Wine Spectator senior management has become sensitive enough to focus one whole issue don’t you think you better sit up and listen? The $20 (or under) price point was NO ACCIDENT.

#1- If you are currently in this price point range I hope you are ready for a heck of a lot of company.

If you were wise enough to move in this direction I applaud you, but what “proactive” steps are you taking to deal with a flood of domestic and international competition? By the way, slashing your prices is not the only strategic option you better be following or considering.

If you are an international winery and you are in this market find every way you can to take advantage and gain as much market share as you can. If you are not here leave no stone unturned to get here.

#2 – If your winery is in a price range above this price point you better be working very hard to develop a number of strategic plans to move your wine.

If you have pockets deep enough to “hold the line” on your prices I think you should count your blessings, but please don’t be counting on a turn around next spring. I hope that you can hold out for at least two to three years. There are options to dropping your prices or offering steep discounts. You must be ready to think “out side the box”. The time to act is now; don’t wait until the wolves are knocking at the door.

If you are an international winery and established here be very careful planning all your moves. Seek every opportunity to promote your brand. If you are not here yet and you are in this price range I would strongly suggest you be careful of your financial investment here. This might not be the time.

#3 – If you are running out of options, you need to act now. I personally have helped many people buy and sell million & multi-million dollar properties. Trust me to don’t want to wait until others are having fire sales (or you will get sucked into the flames). Don’t try to “hold out” for the best price, find an appraised valuation and then go 10% to 15% below that or more (if you can stand the pain). You need to be one of the first to make this kind of move.

Unfortunately, I see little evidence of proactive strategic moves being made. In this poker game you better not be playing a waiting game to see what the other wineries are doing. Formulate a solid flexible STRATEGIC plan and start implementing it.

In other words…get your ducks in a row…and act and ACT NOW!