Damaged goods: Wine company offers faulty labels for less

Los Angeles – A website that sells bottles of wine with damaged or discontinued labels at discount prices is giving value-seeking consumers more for their money. The Accidental Wine Company, which sells wine in themed packs of three, six or 12 at 20–40% off the original prices, gives wine companies a chance to get rid of unwanted stock without damaging brand value, while also offering thrifty consumers the opportunity to enjoy their favourite wines for less.

As we report in our most recent Brand Personality Register, many consumers say a principal characteristic of brands is that they are expensive. Countering this, the Accidental Wine Company offers shoppers a welcome drink rather than a fine whine.