3. The Second-Cheapest Wine
Beverage directors know exactly how you think. You want to save money, but you do not want to look cheap in front of your dinner companions, so you scan past the least expensive bottle and order the second-cheapest wine on the list. Restaurants anticipate this psychological behavior and place their highest markup on that exact bottle. The second-cheapest wine is often a low-quality wholesale purchase disguised with a premium price tag. You get far better value by ordering the cheapest bottle, which is usually a solid, drinkable workhorse wine, or by asking the sommelier for a high-value recommendation in your specific price range.
