Going out for a wine night with your best girlfriends? Are you on a habit of choosing the 2nd best wine on the menu because choosing the #1 on the list is a bit too much? Better think again and here’s why:
In many restaurants, however, the second cheapest bottle on the list often has the highest markup (in fact, the restaurateur probably paid less for that bottle than the cheapest one on the menu).
This is not a hard-and-fast rule, but since so many people order almost-but-not-cheapest, it makes sense for restaurants to ensure a nice profit margin. As a general rule, you pay a higher margin for less expensive wines and a lower margin on the higher-end bottles.
So the next time you’re out and about to spend a good time with good company and wine, why not splurge a little? Life is too short not to drink fine wine anyway. Enjoy it while it lasts.