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> people were often happy to spend £5,000 on a case of wine, but not £10/year for proper storage

Irrational stuff like this really pains me, especially when it's part of the reason I'm failing. But people are the way they are, for better or for worse. You have to find a way around it.

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Include 10 years free storage and charge £5,100? :)

Not sure if you were serious or not, but assuming you were, this type of "promotion" just doesn't fly for high-end goods such as fine wine.

I think the exact opposite may eventually work. Offer some storage for £250 (or even £500) per year, along with a convincing narrative about how much wine deteriorates if not stored properly, and why your storage is better than anything else. It's somewhat plausible that storing expensive wine must be expensive. But £10 per year? Meh, someone who is really into wine has his own cellar which costs way more than that.

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