How restaurants cleverly encourage wine purchases

It's true. I used to sell wine, so let me explain. Restaurants will have a bunch of off brand, fancy named wines that you literally cannot buy in the store or online. They are designed to be obscure from the public, so you don't KNOW that the average price of a bottle of wine at the restaurant is $4-6. All you need to know, to figure out the price of said bottle, is look at the price for a glass of the wine you're interested in. Then cut the "glass" price in half, and thats right around the price the entire bottle. So that $8 glass of wine, is from a $4 bottle... And you'll drink it and think it's delicious. And often it is! Which goes to show how much money is in the industry in the first place. When I was at a distributor, our PURCHASE price was around $2 a bottle for some of the wines... It's absolutely insane how much they can up charge you on wine. Most people couldn't tell the difference between a $4 bottle and a $40 dollar bottle. The best bang for your buck at the grocery store is in the $10-$15 a bottle range. Anything higher than that and your wasting your money... Mostly... There are only a few exceptions. Most of the higher priced wines comes from rarity, and import fees... NOT that the wine is superior in any way...

Mostly true in USA- overpricing wine. In europe, particularly with locals, it is expected to have good well priced wine. Otherwise clients will literally tell you that what you are selling is vinegar and not pay. My Italian and Spanish friends love to see ‘tourist trap wine’ 😆.

Rory Sutherland is a compelling speaker.

Restaurants use various strategies to encourage wine purchases in a way that enhances the dining experience and boosts sales. Here are some common tactics: 1. **Wine Pairing Suggestions**: Restaurants often provide pairing recommendations on the menu, suggesting wines that complement specific dishes. This not only guides customers in making choices but also subtly encourages them to consider wine as part of their meal. 2. **Descriptive Menus**: Wine lists often include detailed descriptions of the wines' flavors, origins, and characteristics. Descriptive language can make the wines more appealing and encourage customers to try them. 3. **Wine by the Glass**: Offering a selection of wines by the glass allows diners to sample different varieties without committing to a full bottle, making it easier for them to try and enjoy wine. 4. **Wine Flights**: Some restaurants offer "wine flights," where customers can taste small portions of several different wines. This can be an enticing way to explore a range of wines and encourages more purchases. 5. **Special Wine Menus or Wine Lists**: Featuring a dedicated wine menu or list with premium and unique selections can attract wine enthusiasts and encourage them to order more expensive or higher-margin options. 6. **Upselling**: Servers may suggest higher-priced or premium wines as alternatives to the standard selections. They might highlight special qualities or benefits of the more expensive options. 7. **Wine Promotions**: Restaurants sometimes offer promotions such as discounted bottles on certain days, wine-and-dine events, or limited-time specials that incentivize wine purchases. 8. **Wine Education**: Hosting wine-tasting events or offering educational sessions can enhance customers’ wine knowledge and appreciation, making them more likely to order wine during their meal. 9. **Atmosphere and Presentation**: The presentation of wine, such as using elegant glasses or decanting, can create an experience that enhances the perceived value of the wine and encourages its purchase. These strategies help restaurants create an appealing wine experience and drive sales while enhancing the overall dining experience.

Been running restaurants the last 30 years, and still do, thats a lot of crap talking. At least in Norway/Sweden nr1 its about the same % in earning on all items accept whiskey and strong liquor that is HIGER profit. He must have been to bad restaurants that force ppl 😳

That's why I always bring my own and pay for corkage.

That feeling. 🥲

No.. you order what you want.. if I want beer I get a beer, same with wine.. sometimes a glass.. sometimes a bottle.. you chose..

Maybe I’m biased because I’m Italian, but it’s truly not that hard to get a general understanding of wine culture, and easily assess which is worth the price or not

@rorysutherland Rory, you've made it 😂😂