The Puzzle of Wine Price in Restaurants
There is large variation amongst food service operators in pricing wine, and many questions remain about how wine is priced and what objectives are used to determine wine price in restaurants. In this essay-style article, we examine the practices that the industry have adopted when pricing wine in r...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
The Wine Business Institute at Sonoma State University
2023-04-01
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| Series: | Wine Business Journal |
| Online Access: | https://doi.org/10.26813/001c.74106 |
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| _version_ | 1850100880856055808 |
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| author | Florine Livat Hervé Remaud Anne McHale |
| author_facet | Florine Livat Hervé Remaud Anne McHale |
| author_sort | Florine Livat |
| collection | DOAJ |
| description | There is large variation amongst food service operators in pricing wine, and many questions remain about how wine is priced and what objectives are used to determine wine price in restaurants. In this essay-style article, we examine the practices that the industry have adopted when pricing wine in restaurants. Beyond the basic rule of thumb -- applying proportionally smaller mark-up to higher-priced wines --, pricing can be driven by the market, customer or competition. The restaurant's characteristics as well as institutional and environmental factors can influence the price of wine at restaurants. |
| format | Article |
| id | doaj-art-1d01a4e16614412fb02b7734cb2aa8c0 |
| institution | DOAJ |
| issn | 2694-5703 |
| language | English |
| publishDate | 2023-04-01 |
| publisher | The Wine Business Institute at Sonoma State University |
| record_format | Article |
| series | Wine Business Journal |
| spelling | doaj-art-1d01a4e16614412fb02b7734cb2aa8c02025-08-20T02:40:11ZengThe Wine Business Institute at Sonoma State UniversityWine Business Journal2694-57032023-04-0110.26813/001c.74106The Puzzle of Wine Price in RestaurantsFlorine LivatHervé RemaudAnne McHaleThere is large variation amongst food service operators in pricing wine, and many questions remain about how wine is priced and what objectives are used to determine wine price in restaurants. In this essay-style article, we examine the practices that the industry have adopted when pricing wine in restaurants. Beyond the basic rule of thumb -- applying proportionally smaller mark-up to higher-priced wines --, pricing can be driven by the market, customer or competition. The restaurant's characteristics as well as institutional and environmental factors can influence the price of wine at restaurants.https://doi.org/10.26813/001c.74106 |
| spellingShingle | Florine Livat Hervé Remaud Anne McHale The Puzzle of Wine Price in Restaurants Wine Business Journal |
| title | The Puzzle of Wine Price in Restaurants |
| title_full | The Puzzle of Wine Price in Restaurants |
| title_fullStr | The Puzzle of Wine Price in Restaurants |
| title_full_unstemmed | The Puzzle of Wine Price in Restaurants |
| title_short | The Puzzle of Wine Price in Restaurants |
| title_sort | puzzle of wine price in restaurants |
| url | https://doi.org/10.26813/001c.74106 |
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