{"id":105748,"date":"2026-09-14T00:10:00","date_gmt":"2026-09-13T22:10:00","guid":{"rendered":"https:\/\/www.winemag.it\/wine-agents-under-pressure-complimentary-bottles-and-commissions-to-sell-well-known-names-to-michelin-starred-restaurants\/"},"modified":"2026-09-14T09:35:04","modified_gmt":"2026-09-14T07:35:04","slug":"wine-agents-under-pressure-complimentary-bottles-and-commissions-to-sell-well-known-names-to-michelin-starred-restaurants","status":"publish","type":"post","link":"https:\/\/www.winemag.it\/en\/wine-agents-under-pressure-complimentary-bottles-and-commissions-to-sell-well-known-names-to-michelin-starred-restaurants\/","title":{"rendered":"Wine agents under pressure: complimentary bottles and commissions to sell well-known names (to Michelin-starred restaurants)"},"content":{"rendered":"\r\n<div class=\"align wp-block-bssb-social-share\" id=\"bssbSocialShare-1\" data-attributes=\"{&quot;socials&quot;:[{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;facebook&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-facebook-f&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;linkedin&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-linkedin-in&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;mobileMessenger&quot;,&quot;network&quot;:&quot;whatsapp&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-whatsapp&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}}],&quot;theme&quot;:&quot;theme2&quot;,&quot;background&quot;:{&quot;type&quot;:&quot;solid&quot;,&quot;color&quot;:&quot;#0000&quot;},&quot;border&quot;:{&quot;width&quot;:&quot;2px&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;shadow&quot;:{&quot;hOffset&quot;:&quot;0px&quot;,&quot;vOffset&quot;:&quot;0px&quot;},&quot;align&quot;:&quot;&quot;,&quot;alignment&quot;:&quot;left&quot;,&quot;size&quot;:&quot;28px&quot;,&quot;gap&quot;:&quot;14px&quot;,&quot;padding&quot;:&quot;10px&quot;,&quot;margin&quot;:&quot;10px&quot;,&quot;direction&quot;:&quot;row&quot;}\">\r\n\t<div class=\"bssbStyle\"><\/div>\r\n\r\n\t<ul class=\"bssbSocialShare\">\r\n\t\t\r\n\t\t\t<li class=\"icon icon-0\" data-social=\"facebook\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-1\" data-social=\"linkedin\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-2\" data-social=\"whatsapp\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t<\/ul>\r\n<\/div>\n<p class=\"wp-block-paragraph\">Wine has never been so good at telling its story and, at the same time, <strong>so forced to help itself sell<\/strong>, as in recent times. At conferences the talk is of value, positioning and premiumization. In distributors&#8217; commercial circulars, intended for agents and the sales network, however, the vocabulary changes: <strong>complimentary bottles, double-digit percentages, special incentives<\/strong>. And orders to place in Michelin-starred restaurants, to keep feeding certain fairy tales.<\/p>\n\n<p class=\"wp-block-paragraph\">Two promotions cannot become a statistic, nor demonstrate, on their own, the distorted dynamics of an entire sector grappling with a difficult economic climate. But they can <strong>perfectly capture the temperature of so many bubbles at risk of bursting<\/strong>: &#8220;<em>Pop<\/em>&#8220;. Especially when they involve established brands like <strong>Bastianich and Bibi Graetz<\/strong>: hardly unknown wineries desperately seeking a first market reference. The protagonists, in spite of themselves (?), of this story.<\/p>\n\n<p class=\"wp-block-paragraph\">The two operations brought to our editorial team&#8217;s attention, both <strong>valid until December 31, 2026<\/strong> and the result of the <strong>commercial strategy of a well-known wine distributor in Northern Italy<\/strong>, are profoundly different. The first reduces the effective cost of the wine through free bottles. The second increases the commission recognized to the sales network. Together, they reveal how the prestige of the name is no longer sufficient to guarantee wine rotation. <strong>Perhaps, by now.<\/strong><\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-8cc10f86\"><h2 class=\"uagb-heading-text\"><strong>NINE FREE BOTTLES, BUT THE PRICE LIST STAYS INTACT<\/strong><\/h2><\/div>\n\n<p class=\"wp-block-paragraph\">The promotion dedicated to <strong>Bastianich&#8217;s Vespa Bianco 2022<\/strong> provides for \u00ab27 bottles to be paid for\u00bb and another nine \u00abcomplimentary\u00bb, with a single pickup and delivery. Quantities can be adjusted, but only upward.<\/p>\n\n<p class=\"wp-block-paragraph\">The calculation is simple: <strong>the customer receives 36 bottles while paying for 27<\/strong>. That means one free bottle for every three purchased. And a 25% reduction in the effective unit cost, compared to purchasing the same 36 bottles at full price.<\/p>\n\n<p class=\"wp-block-paragraph\">Formally the price list does not change. In substance, however, <strong>the commercial value of the bottle is reduced by a quarter<\/strong>. <strong>It&#8217;s the discount that doesn&#8217;t call itself a discount<\/strong>, useful for protecting the brand&#8217;s positioning on paper while trying to lighten the warehouse.<\/p>\n\n<p class=\"wp-block-paragraph\">Then there&#8217;s the vintage issue. A structured white from 2022 can still be perfectly sound and even evolve well. The problem is not enological, but commercial: in 2026, that vintage evidently must be ushered toward the exit with nine free bottles. <strong>Wine can age. Distributors&#8217; warehouses, much less so<\/strong>.<\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-701a1cbd\"><h2 class=\"uagb-heading-text\"><strong>IF YOU SELL TO A STARRED RESTAURANT, THE COMMISSION RISES<\/strong><\/h2><\/div>\n\n<p class=\"wp-block-paragraph\">Even more interesting is <strong>the plan dedicated to Bibi Graetz&#8217;s wines<\/strong>. For <strong>Testamatta Rosso<\/strong> and <strong>Colore Rosso<\/strong> from the <strong>2023, 2022 and 2021 vintages<\/strong>, the distributor in question recognizes a single 20% commission to agents. The percentage rises to 25% when the order concerns <strong>a Michelin-starred restaurant<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">To access the incentive it is necessary to include <strong>six bottles of Testamatta or three of Colore<\/strong>, in both cases from the 2023 vintage. The operation can be used only once per customer and only on non-discounted references. The same difference between 20 and 25% applies to large formats. <strong>For Soffocone a 15% commission is instead provided on a minimum of six bottles<\/strong>, replicable on the same customer.<\/p>\n\n<p class=\"wp-block-paragraph\">It is essential to clarify: the 25% is not intended for the restaurant, the chef or the sommelier. It is <strong>a commission incentive recognized to the seller<\/strong>. Michelin has no role in the operation either. But, for the seller, closing an order with a starred restaurant is worth five additional percentage points.<\/p>\n\n<p class=\"wp-block-paragraph\">It is not illegal and does not even represent an absolute anomaly in commerce. Sales force incentives exist in any sector. The curious choice, and certainly debatable, is to <strong>explicitly use the Michelin star as a criterion<\/strong> for establishing how much the placement of a bottle should be remunerated. Precisely at this moment of consumption crisis.<\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-b0344b73\"><h2 class=\"uagb-heading-text\"><strong>HOW MUCH IS A STAR WORTH ON THE WINE LIST<\/strong><\/h2><\/div>\n\n<p class=\"wp-block-paragraph\">Entering a Michelin-starred restaurant&#8217;s wine list does not only mean selling a few bottles. It means obtaining a showcase, an indirect attestation of prestige and an argument to use subsequently with other customers. <strong>Presence in the starred restaurant becomes communication, reputation and commercial leverage<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">That is why that order is paid more. Not necessarily for the volume generated, but for the symbolic value of the address where the wine is placed.<\/p>\n\n<p class=\"wp-block-paragraph\">This does not prove that a sommelier chooses a label as a result of a commission recognized elsewhere. It does prove, however, that <strong>upstream of the wine list, there exists a commercial machine willing to invest more<\/strong> to reach precisely that restaurant.<\/p>\n\n<p class=\"wp-block-paragraph\">The wine list remains a cultural and gastronomic selection, but also <strong>a territory contested by producers, agents and distributors<\/strong>. Brands capable of financing more generous incentives inevitably gain greater attention from the sales network. Quality continues to be decisive. But it never plays alone. <strong>Perhaps, by now.<\/strong><\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-0358d405\"><h2 class=\"uagb-heading-text\"><strong>THE WINE CHANGES WAREHOUSE, NOT NECESSARILY CUSTOMER<\/strong><\/h2><\/div>\n\n<p class=\"wp-block-paragraph\">The limitation of these operations is ancient: <strong><em>sell-in<\/em> does not coincide with <em>sell-out<\/em><\/strong>. Bringing 36 bottles into a restaurant&#8217;s cellar while paying for 27 means moving the wine from one warehouse to another. The same applies to an order obtained thanks to a particularly rich commission.<\/p>\n\n<p class=\"wp-block-paragraph\">Real demand arises only <strong>when the customer chooses that bottle from the list, pays for it and drinks it<\/strong>. Everything that happens before can improve the sales network&#8217;s numbers, but does not guarantee that consumer desire has increased.<\/p>\n\n<p class=\"wp-block-paragraph\">In the short term, complimentary bottles and incentives help free up stock and generate revenue. In the long term, however, they accustom the market to waiting for the next promotion. And <strong>they risk weakening precisely that premium positioning<\/strong> that the official price should defend.<\/p>\n\n<p class=\"wp-block-paragraph\">The most significant fact is that this pressure concerns recognizable labels, some of which are positioned in the high or very high segment of the market. <strong>If even major names must add free product<\/strong> or push wine distributors to remunerate sales up to 25%, it means that <strong>brand recognition no longer automatically guarantees rotation<\/strong>.<\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-d4cf6f9d\"><h2 class=\"uagb-heading-text\"><strong>THE WINE CRISIS IS ALSO A CREDIBILITY CRISIS<\/strong><\/h2><\/div>\n\n<p class=\"wp-block-paragraph\">The problem is not promotions per se. Commerce lives on negotiations, bonuses, discounts and differentiated conditions. The problem arises when the exception risks becoming the system: the price list continues to tell a story of scarcity and prestige, while behind the scenes <strong>value is adjusted with complimentary bottles and super commissions<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>For years the sector has repeated its desire to sell less wine, but at a higher price<\/strong>. Then, to actually sell it, it adds nine free bottles or assigns a special bonus to whoever manages to get it into a starred restaurant. <strong>More than a price crisis, it&#8217;s a coherence crisis<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">Wine is thus sold twice: first to the restaurant, then to the customer seated at the table. The first sale can be incentivized. The second must be earned. And <strong>no commercial circular, however generous, can replace the desire to order a bottle and drink it<\/strong>. <strong>Perhaps, by now.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wine agents under pressure complimentary bottles and commissions to sell well-known names like Bastianich and Bibi Graetz. Better yet if to Michelin-starred restaurants.<\/p>\n","protected":false},"author":2,"featured_media":105747,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[82746,82271],"tags":[90662,90663,90665,90672,90660,90674,90667,90676,90669,90673,90666,90664,90668,86747,90661,90671,90675,83303,86858,90670],"class_list":["post-105748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","category-wine-news","tag-bastianich-vespa-bianco-2022","tag-bibi-graetz","tag-colore-rosso","tag-complimentary-bottles","tag-horeca-market","tag-major-wine-brands","tag-michelin-starred-restaurants","tag-premium-wine-crisis","tag-sales-network-commissions","tag-sell-in-and-sell-out","tag-soffocone","tag-testamatta-rosso","tag-wine-and-dining","tag-wine-crisis-2","tag-wine-crisis-2026","tag-wine-discounts","tag-wine-distribution-italy","tag-wine-list","tag-wine-promotions","tag-wine-sales-incentives"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Wine agents under pressure: complimentary bottles and commissions for well-known names<\/title>\n<meta name=\"description\" content=\"Wine agents under pressure complimentary bottles and commissions to sell well-known names like Bastianich and Bibi Graetz. 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Better yet if to Michelin-starred restaurants.","_links":{"self":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/105748","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/comments?post=105748"}],"version-history":[{"count":0,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/105748\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/media\/105747"}],"wp:attachment":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/media?parent=105748"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/categories?post=105748"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/tags?post=105748"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}