Help! Selling A New Wine

Hi, everybody. I need some advice. A startup winery wants me to sell a brand new wine at $35 wholesale and $45 retail. The numbers don't work for it to be profitable because the website is going to advertise $45 retail. Does anyone have any advice to give to a hardheaded new winery owner who hasn't exhibited a knowledge of what FOB means? How am I going to make this work as a contractor? 1500 cases and I will need to pay my sales staff more than what makes them head the other way. Is it a bust or is there salvation? Thanks for any input.