How Bruno Thinks About Price (and Why You Should Too)

How Bruno Thinks About Price (and Why You Should Too)

Price Tags Don’t Tell the Whole Story, But They Can Tell You Something

Let’s talk about money. Specifically, your money—and how it relates to wine. Because if there’s one thing people get weird about, it’s wine prices.

Why does one bottle cost $15 and another $150? Is a $40 wine actually better than a $20 one? And what’s the deal with people dropping $500 on something they can’t pronounce?

At Bruno, we don’t believe in pretending wine prices make perfect sense—because they don’t. Wine pricing is a kaleidoscope of region, grape, style, and, let’s face it, how much the winery thinks they can charge. A $25 Portuguese white might outclass a $50 Napa Chardonnay. A sparkling wine that costs $35 can feel like a steal, but a $35 Sauvignon Blanc? That’s a splurge.

So how do we handle it? We break our wines into three tiers. But these aren’t just arbitrary categories—they’re invitations.

Tier 1: "This Should Cost More"

This is where you find the wines that punch above their weight. These are the bottles that make you go, Wait, I only paid this much for this? They’re not just a deal—they’re a flex. These wines are about value without compromise, like our Napa Valley Sauv Blanc that balances fruit and finesse like it should cost twice as much (and brings the weight of America's preeminent wine region with it).

Tier 2: "This Is Special"

Now we’re leveling up. These wines are for the moments that deserve a little something extra—a date night, a gift for someone you don’t hate, or maybe just a reward for making it through your week. They’re wines with depth, character, and the kind of complexity that makes you pause for a second and think, Damn, that’s good. 

Tier 3: "This Is Some Seriously Good Shit"

The name says it all. These are the bottles that make your eyes go wide when you take that first sip. They’re for the “big” moments—the celebrations, the indulgences, or the nights when you just want something that reminds you life is good. These wines aren’t cheap, but they’re worth every penny.

 Price in Context

Here’s the thing: these tiers aren’t about hard-and-fast dollar signs. A $35 sparkling wine might land in “This Should Cost More,” while a $55 Pinot Noir fits under “This Is Special.” Why? Because price is relative. It’s not about how much you’re spending; it’s about what you’re getting for it.

Wine pricing is messy. There’s no magic formula that guarantees a more expensive wine is a better one. But at Bruno, we’ve done the work to make sure every bottle we sell belongs exactly where we’ve put it.

So don’t stress the price tag. Just know that when you open a Bruno bottle, whether it’s a value steal or some Seriously Good Shit, you’re getting something we believe in.

Now go pour yourself a glass. You’ve earned it.

Cheers,

Bruno