2005 Jordan Cabernet Sauvignon, Sonoma, California
- Average retail price ~$55
- Average markup: 87%
|Mediterrano||Ann Arbor, MI||$82||49%|
|The Sun Dial Restaurant||Atlanta, GA||$104||89%|
|Restaurant Bricco||West Hartford, CT||$110||100%|
But wait you say, is that a fair comparison? Costs vary tremendously across the country. Agreed. So I also took a look at the price of the same wine at three different restaurants in Boston, MA.
2006 Jordan Cabernet Sauvignon, Sonoma, California
- Average retail price ~$45
- Average markup: 170%
|Union Bar and Grill||$95||111%|
Guess I know where I’m going if I want a nice bottle of Jordan Cabernet!
Of course you are also paying for the ambience, the food choices, service, etc. and this may impact what restaurant you choose to go to as much as the wine markup does.
We shouldn’t expect to pay the same price for a bottle in a restaurant that we pay retail. We pay a markup on the food as someone else is gathering the supplies, storing them, preparing and serving them.
Being a Bostonian, I was a little disappointed to see the higher markups locally however these may be attributed to high cost of living and the so-called foodie revolution that has been happening in the city over the past few years.
If you really must know the markup on the menu while at the restaurant, you can always try to discreetly check using your phone.
What do you think? Are you satisfied with wine prices when you go out to eat?