Pricing for the US wine and spirits market, answered.
A Loire Valley winery wants its Sauvignon Blanc at $19.99 on the shelf in New York retail. LaidIn can start from that shelf price and work backward through the retailer's margin, the distributor's and importer's margins, state taxes, federal excise tax, and freight. The result is the FOB the winery can quote, in euros, and the margin it keeps at that number.
Then the winery plans the market on top of it: a budget for allowances, samples, travel, and support, and a case forecast for the year. What it plans to spend sits next to what each case earns, so it can see whether that FOB holds its profitability at the volume it actually expects to sell.
If the margin does not hold, the winery knows before the first case ships, not after.
What is LaidIn?
LaidIn is profitability, pricing and margin software for the US wine and spirits market. It turns FOB, freight, taxes, and distributor allowances into price lanes and margin by state, channel, and deal. Founding access is now open.
What is laid-in cost?
Laid-in cost is the trade term for the real cost of a case once it lands with a US distributor: FOB plus freight, federal excise tax, tariffs, and state taxes. It is the number distributor price grids are built on, and the number most suppliers never see clearly. Read the full guide to laid-in cost.
How does LaidIn help a winery or distillery enter the US market?
Start from the shelf price you want to sit at, and LaidIn reverse-solves the FOB you need to offer. Then it shows how your margin holds across states and channels, before you commit to an importer or ship a single case.
Who is LaidIn built for?
Small and mid-size wine and spirits brands, producers, and importers, whether based in the US or entering it, selling through US distributors.
Can LaidIn calculate pricing by state and channel?
Yes. LaidIn models price lanes and margins by state and channel, at list and at deal level, so you can see how one FOB plays out across the markets you sell.
Can LaidIn reverse-solve FOB from a target shelf price?
Yes. Start from the shelf price you want and LaidIn works backward through distributor margin, taxes, and freight to the FOB the US market can support.
Does LaidIn replace a pricing spreadsheet?
LaidIn is designed to replace the disconnected pricing spreadsheets used to model US costs, price lanes, and margins. Instead of one inherited file, or one employee who understands it, your team works from one shared system with visible assumptions. And when the numbers move, you move with them: change a freight rate or a tax and your pricing and margins update in real time.
Can I enter my FOB in my own currency?
Yes. Enter your FOB in your own currency, with the exchange rate you set, and LaidIn carries it into the US pricing model, so producers outside the United States can work in the numbers they know.
Does LaidIn provide tax or regulatory advice?
No. LaidIn is a commercial pricing and margin planning tool, not legal, tax, or regulatory advice. You remain responsible for confirming requirements with your licensed, legal, and tax advisers before entering a market or publishing pricing.
When does LaidIn launch?
Founding access is open now and the product launches Fall 2026: apply for 50% off your selected plan for the first 90 days, complimentary white-glove setup, and preferred founding pricing after the introductory period.
See LaidIn before the market does.
Get founding access