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Costco Heir Aims to Create New Napa Cult Wines in 1,403 Steps

David Sinegal’s strategy is to sell an entire luxury experience—at a lower price point—in which the wine is just one part of the puzzle
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Photographer: Leanna Creel/Creel Studio/Courtesy of Sinegal Estate

Jumping on new entries in the Napa Valley cult cabernet sweepstakes is an insider sport. If you want to grab bottles of the latest wine, you have to nail a spot on the winery’s mailing list as early as possible. That way you’ll be notified about releases and have the chance to place an order for those pricy bottlings—which you may be able to flip later for big profits. 

Normally these cabernets start at $150 and climb to $850. But on Sept. 30, one estate is releasing a first wave of cabernet bottles for less than $100. That’s well below a typical high-profile cab IPO. So what’s the story?