Business Case Studies & Business Publications

Common Wealth Crush: Pricing for Profit

Lynch, Luann J., H...

Case

Common Wealth Crush: Pricing for Profit

Lynch, Luann J.; Hickey, Alex; Eagan, Patt

C-2513 | Published July 9, 2025 | 13 Pages Case

Collection: Darden School of Business

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Product Details

At the beginning of 2024, Common Wealth Crush Co. (CWC) is wrapping up its first year of full-time production after managing the rapid launch of a custom crush production facility, tasting room, private wine label, and full suite of client services. CWC supports local winemakers by renting out its production facilities and offering support and advice; it also makes its own wine. With over 14,000 bottles of house-label 2022-vintage wine almost ready for sale, its CEO, Patt Eagan, needs to decide how much to sell the wine for. Since this is the first batch of product, it will establish a precedent: How CWC prices its wine is a major decision not only for the profitability of the fledgling company, but also for identifying what type of consumers and retail locations the brand can target. This field-based case offers an introduction to CWC, a wine-production facility for client vineyards and its own house wines, and an overview of Virginia winemaking, distribution, and pricing. It is suitable for either an introductory or intermediate managerial accounting class.