“How low can you go?” sang Chubby Checker all the way back in 1962, popularising the Limbo all around the globe.
‘Thanks, Chubby!’ you very might well say. ‘Now my little weekend away on a cruise ship has just turned into another kink to take to the chiro on Monday.’
Big chains have been doing the limbo for years, though, trying to shamelessly cash in as much as Chubby did in ’63 with the forgettable Let’s Limbo Some More.
The Limbo certainly looks like fun but – as the now-septuagenarian Checker can probably attest – not for everyone. And in the wine trade, it’s the winemakers whose backs break under the strains of ever plummeting costs.
To demonstrate, it’s Maths time! (Sorry, Chubby, not Pony Time, we're afraid).
If you take a £5 bottle of wine, for example, you’re left with roughly 47p for the winemaker after you deduct tax and all the other pesky costs like bottling and transportation. But a £10 bottle of wine, on the other hand? Roughly £2.87 (or six times more) for the winemaker. That means they can purchase higher quality grapes, hire more staff, update their machinery, and yada, yada, yada – it means they can stay in business and provide customers with an even better product.
Some of the biggest wine producers might be able to swallow the deduction but the little guys? Not a chance. Slashing prices just makes the wine market monopolised and monochromatic when it should thrive from variety and ingenuity.
Beyond that, however, it’s a simple matter of honesty and fairness. Unlike Chubby’s psychedelic flop Chequered, we won’t lead you astray like the retailers who hike their prices sky high just to pretend a discount’s bigger when they put it on ‘half price’. Instead, Oddbins’ pricing model is consistent so you can trust that you’re never being tricked, and never paying anything but the actual price.
And unlike the controversial *ahem* ‘measuring’ app ‘Chubby Checker’– we don’t believe that size is all that matters; we relish working with smaller wine producers. Rather than tying up all our investments in volumes of standard promotional stock which all tastes the same, we hunt for new and exciting parcels from a vast array of companies so an even wider world of choice can be provided to our customers.
Ultimately, we want you to love wine. We want you to taste and experiment and broaden your palate with the gems our buyers are constantly on the look out for. If you come into the store and are excited by our dynamic range – focused on the label, not the price tag – then we’ve done our job well.
Apologies, Chubby, but at Oddbins we don’t like our customers to ever be in limbo; we set the bar high, not low.