You're hearing, yes, just not sure you doing much beyond that. Think a bit, and maybe you'll see some potential points of comparison between wine production, distribution, and sales with that of beer. Or maybe not. As someone as already pointed out with the example you yourself introduced, Trillium does in fact NOT price out their distributed points of sale. First time in your life, I suppose. Please, just gather all this together: a brewery that distributes WILL NOT sell their beer for less than what you see in stores FOR THEIR beer. If you compare your local brewpub's pint of a beer that does not get distributed with that of a beer that does, yes, I'm sure your brewpub's beer will be cheaper. No one is arguing that the costs are lower in that case. But, shockingly, there is more to the situation that just cost in the case of a brewery setting prices. Simpler: Case A: Brewery distributes. Brewery also sells beer via a distributor. End result: price at brewery will be "suspiciously" similar at both liquor store and brewery. Why? Brewery does not want to make it so liquor stores stop selling their beer because liquor store is being undersold by the supplier. Brewery decides to sell to liquor store for far less margin so that brewery doesn't have to employ more people to sell beer on site or, perhaps, location precludes people from getting beer or, maybe, they're trying to sell beer to people who don't just buy at breweries. (note: this will probably require selling more beer because, yes, the beer sold at the liquor store brings the brewery less money per liter...) Case B:Brewery doesn't distribute. Brewery does math and finds best price to sell beer at. People buy it. Enough? Continued business! Not enough? Out of business! And yes, if you sold your cucumbers to a grocery store, I guarantee they would demand a price lower than what the average cucumber price would be at the farmers' market. Maybe someone can get a price check on cucumbers.