Mike,
It is important to know how much a per-bottle cost is for anything. After the Grower's Club discount from George, the cost of the Meglioli Barolo kit delivered is around $215, or just over $7/bottle for the 30 bottles it will produce.
Since the glass bottles will continue to get reused, I'm not going to include that in the cost. George's 'perfect agglomerate' corks will run about $0.16 each x 30= $4.80. PVC Shrink Caps will run $3.49. Assuming you are purchasing some kind of red top-up wine at $10/bottle and you need a liberal 1.5 bottles, you're looking at another $15. Label paper runs $5.39 for easily enough to take care of one kit. Oh, by the way, Meglioli kits come with their own shrink caps and their own natural corks, so away goes $8.29 off of our total.
Total tab: $235.39, which is $7.85/bottle.
This is generally in line with what I've experienced with all of the kits I've made - the 'extras' will add on $1-1.50 per bottle past the cost of the kit or grapes themselves.
Nino, president of Mosti, stated at Winestock 2009 that the Meglioli kits are special in the sense that they have connections into Italian vineyards where they have much more control over what quality of fruit is chosen for the kits. In addition, he noted that there was more baby-sitting, proverbially speaking, as well as filters for minimum quality standards with these kits. So, to answer your question - better quality raw materials. The total dissolved solids will be as high as possible, which is what Mosti shoots for (Nino notes that around 85% TDS is the maximum achievable for a kit).
The Meglioli wine I'm tasting right now is definitely at least as good as if not better than the average $8 bottle of commercial wine that I've tasted. If you want to do a truly fair analysis, you'd need to take tax away from your total expense on a comparable commercial bottle, which means spending a net $7.85 buys you a $7 bottle wine (rounded for simplicity, unless you're from Chicago like me where the tax is 10-12% on wine).
If you want to get into the $10-12+/bottle cost of raw materials, check out Brehm Vineyard's frozen grapes. That's where the raw material cost really shoots up.
- Jim