(Decanter) - Wine merchants are turning their backs on Penfolds' Bin wines - whose annual release is today - following price increases that have been labelled a 'slap in the face'. eff Poole, managing director of New Zealand's Fine Wine Delivery Company, and a former employee of Penfolds, who said he has 'championed' its wines for more than 15 years, has criticised the brand this year after cost price increases of 'up to 50%'. Poole said, ‘While is it the prerogative of any business to capitalise on increasing international demand and supply, we view this massive increase as a slap in the face'.