Juicy Wine's Risky Business

By Chuck Sudo in Food on Feb 15, 2007 6:00PM

We haven't made our way down to the recently-opened Juicy Wine Company on Milwaukee Avenue yet, but their pricing strategy is something we can definitely get behind. It's also a risky proposition, if it doesn't work.

Claiming to sell extraordinary wine and cheeses at "ordinary prices," Juicy doesn't mark up their inventory to stratospheric levels. Instead, they take the wholesale cost of a bottle, mark it up 50 percent, and sell it. Customers looking to drink a bottle of wine at the bar are charged an additional $15, regardless of the bottle. Co-owner Rodney Alex explains it in detail in this video at businessPOV.com. Alex calls it "price transparency," applied to a wine bar. Alex does this primarily to drive business to Juicy, hoping that once customers come for the value of their product, they become loyal customers.

Juicy is located at 694 N. Milwaukee Ave.