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November 2010
The New On-premise Markup
Discerning consumers and a stabilizing economy call for new wine pricing.
by Liza B. Zimmerman
AS THE ECONOMY FORGES INTO a second tough year, with no definite reprieve on the horizon, certain adjustments to wine pricing are taking place in the on-premise arena. With the hopes of the restaurant business turning a bend, combined with what seems to be a new openness among consumers to spend on both the familiar and unusual, we are entering a new era of wine pricing on-premise. Many of the operators I spoke to for this story never reduced their wine prices to begin with over the past two ye...
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