Our minimum order is two cases, forty-eight bottles total, twenty-four red and twenty-four white, under the same custom label. The number is not arbitrary. It is the number we have settled on over years of watching customers under-order and over-order, and watching what stayed on the table.
Why not twelve
A single case sounds restrained but is the wrong order. Twelve bottles get consumed before the bottle has become familiar. The family has the bottle on the Thanksgiving table once and there is no second occasion. The label never becomes the family wine. It becomes the wine from that one Thanksgiving, which is exactly the wedding-favor failure mode we are trying to design against.
Why not ninety-six
Two cases get consumed across a year of regular family meals: Thanksgiving, Christmas, the anniversary, the cousin's visit, the night the parents come for dinner. Four cases sit in the cellar for two years and the family ends up with bottles aging past their interest window. The good case for ninety-six is the multi-decade cellar build, in which case the family is signing up for thirty years of forty-eight per year, not for ninety-six in year one.
The price
Two thousand five hundred dollars per quarter, which is the same as eight hundred and thirty per case, all in. The number includes the design studio, the label print run, the wine itself, the bottling, and white-glove concierge delivery in Southern California. It does not include the price of the family deciding what the brand line should say, which is the actual hard part.