There’s a lot of misinformation when it comes to restaurant wine lists and how they’re priced. The lack of transparency around value and markups has perpetuated myths like “you should always order the second-cheapest bottle on the menu,” or “the bottle price in a restaurant is always three times higher than its retail value.” One of the most common rumors is that the listed by-the-glass price is actually what the restaurant paid for the full bottle of wine.
This concept can be discouraging for guests, especially when they’re deciding between a strong cocktail and a 5-ounce serving of Sauvignon Blanc. For those who frequently drink wine at home, paying the same amount for a glass as they would for a bottle at the shop can feel like a rip-off — but this isn’t always necessarily the case. VinePair tapped Gabriella Borg Costanzi, beverage and service director for Brooklyn French restaurant Le Crocodile and rooftop bar Bar Blondeau, to explain why you might be getting charged bottle prices for a single pour.
“The truth is, a lot of people do this,” Borg Costanzi admits. “A lot of somms are taught this way, at least in the U.S. It’s an easy way to make sure you’re making a good revenue percentage on the glass.” Although this cut-and-dry strategy might work for some establishments, Borg Costanzi takes a more dynamic approach to her beverage programs.
“As a business you need to decide what profit margin you need to make on every product to
