I’ve represented winery buyers and sellers for ten years and have witnessed and documented some very smart, effective strategies on both sides of the table. I have also tracked well-worn, ill-fated strategies that unintentionally follow the classic definition of insanity:  doing the same thing over and over, yet, expecting different results. These patterns repeat for three reasons:  1. Winery transactions often take place in a vacuum due to privacy and confidentiality preferences; 2. Many winery sellers and buyers are first-timers bereft of exposure to the real facts and details of winery sales; 3. Few resources track the histories of winery pricing and sales as I do.  Here is one bird’s-eye example that is most unfortunately repeated by winery sellers:

1. Lists winery with an inexperienced , or a “yes” broker who doesn’t challenge the wisdom of owner’s initial asking price (just about every winery seller begins with this fateful error)
2. Refuses to get and pay for an appraisal, or ignores the logic of an appraisal
3. Changes brokers two or three times over a period of two or three years, begrudgingly inching down the price with each new broker
4. Eventually reaches the point where selling is a dictate due to financial, health, or burn out reasons
5. Finally lowers the asking price to a must-sell price, reducing negotiation strength
6. Ultimately sells several years after winery was first offered ‘unofficially’ for sale for a price 50% or less than the owner’s initial asking price. (If this statistic seems sobering, ask to review my winery sales history spreadsheet from the last decade. It’s astonishing how often this formula plays out).

The temptation of achieving the three R’s winery sellers’ crave (riches, righteousness and rewards for the blood, sweat and tears) is often stronger than logic. After all, many wineries are birthed by their sellers and how does one put a market value price on a child?

There are proven strategies to get sold in a reasonable amount of time for the best price the market will bear. For more information and insight, and to gain access to a historical report of winery sales contact me at (707) 235-8585, or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .