Usually when I go to Bristol Farms and peruse the wine section I experience sticker shock, since the prices there are anywhere from 10% to 30% above typical retail mark-up. Today, I experienced shock for the opposite reason. Some of my favorite wines of late are on sale there at incredibly fair prices — prices that verge upon or meet wholesale levels (and, which, in fact, might very well be a mistake).

Rush to the Bristol Farms at Beverly Boulevard and Doheny in Beverly Hills to pick up the 2006 LIOCO Indica Red for $13.99 a bottle, or the 2007 LIOCO Rosé of Pinot Noir/Carignane for $9.99 a bottle. Both have signage indicating that they’re on sale for $3 off the normal pricing of $16.99 and $13.99 respectively; however, the LIOCO MSRP on each is actually $19.99 and $16.99, and it’s likely that somebody with the price gun screwed up and marked them down an extra $3 each. The 2007 Sonoma County Chard is correctly marked at $19.99. I don’t know if they’re similarly marked at other Bristol Farms locations.

I sell the Indica for $20 and the Rosé for $16 and already think they’re a steal. So, for once (and perhaps once only) I’m going to suggest you buy wine from Bristol Farms.