Why do these well-known, super premium wineries have wine to sell us?
There are a number of reasons why these wineries sell us their wine. In some scenarios, high end wineries want to create demand by only releasing a certain amount of wine each year. At which point, they may sell us the rest of their wine so that they can promote low production numbers.
In other cases, a high end winery may choose to only bottle a certain percentage of their wine to meet very specific quality levels. In cases like this, these wineries may have the need to create a second label. If their primary brand sells for $150 a bottle, they may have enough wine to create a second brand that would sell for $80-$100 a bottle. Instead of creating and building that second brand, they may choose to sell off their “second label” wine to 90+ Cellars. At which point we may be able to sell that great $80 wine for half (since we don’t have the overhead of a winery facility or vineyards).
There’s also the one-off opportunities we come across. For instance, a great winery may have a big vintage one year that they don’t have the capacity to handle.
Any way you look at it, it’s a win/win/win scenario.