If you like to treat yourself to a glass of wine every now and then, but don’t like to spend big, then you’re likely used to buying the cheapest glass on the menu. However, even though it has the lowest price, it might not be the best value.
According to experts at Into the Vineyard, the real value is often slightly higher up the list. This is because UK restaurants tend to mark up their wines, selling them for up to three times to retail value. In London, this can be as high as 10 times the bottle’s retail cost. The cheapest wine on the list is likely to have the highest markup.
If you want to enjoy a good quality wine, but don’t want to bankrupt yourself, then the second cheapest bottle is likely your best bet.
Data from the London School of Economics and the University of Sussex shows that mid-range bottles often provide a better balance of quality and price. These wines typically offer more complex varietals or regions while avoiding the excessive markups applied to the lowest-priced bottles.
According to wine expert Colin Simpson, choosing the second cheapest is the best choice to get the most bang for your buck.
He said: “Many diners assume the cheapest wine is the most budget-friendly choice, but restaurants often price strategically, with hidden profit margins built into the lowest-cost options.
“Mid-range wines frequently provide the best combination of quality, taste, and value, offering a more enjoyable experience without the exorbitant markup found in premium bottles.
“Restaurants understand consumer behaviour: diners hesitate to choose the cheapest option, fearing it reflects poorly on their sophistication. As a result, these bottles are deliberately profitable. In contrast, wines slightly higher on the list often have lower relative markups but superior taste.”