Remember Charles Shaw? That $2 wine from Trader Joe’s? It changed everything. Suddenly, cheap wine was cool.
It’s not great. But it’s not terrible. It’s the official wine of “I don’t care, but I want to.”
The average cost of wine dropped after “Two-Buck Chuck.” Competition is a beautiful, cheap thing.
What About Restaurants?
Restaurants mark up wine by 300% to 500%. That $12 bottle is now $60 on the table. Ouch.
I bring you news: the average restaurant bottle costs $40. But it’s still that same $10 wine. You’re paying for a glass, a napkin, and a candle.
Best move? Order the cheapest bottle. It’s the same profit margin for them. But you save you money.
