(By the way, this ^ is a horrible wine menu that is meaningless...)
Restaurant's are make a killing on their alcohol, that's not a surprise. And if you're like me, I love a decent glass of wine with my dinner. But being as aware as I am of the retail costs of LOTS of wines, I really cannot get myself to pay 2 1/2 to 3 times the retail cost of a drink (or bottle) at many restaurants.
In my vast experience the average mark-up on wine in restaurants is generally at LEAST double of what you could buy the bottle for in your local shop or supermarket. And if you want wine by the glass, I have seen a glass of wine sell for $8-$12 in a restaurant when I could buy the bottle for that...
So let's talk about the lame excuses I have heard justifying their expense.
#1 We have to keep an inventory which means they have to be handled differently and be kept refrigerated. REALITY? I was sitting in a James Beard award winning restaurant which I went to specifically because it was an award winner of what used to be a prestigious merit. But as I am sitting at my table I am staring right at the kitchen grill and above the grill maybe 4 feet over it were racks of bottles of wine. Seriously? Stewed grape juice anyone?
#2. I sometimes inquire about their prices and not often but enough to mention that I have been told, "Well we have specially trained people to handle the wine orders and of course that costs money."
REALITY: The most recent restaurant I was in on a special occasion with my wife where I had been told this, the wine service was inept; The person didn't even know how to properly remove a cork much less present the bottle, much less pour your glasses. (Suggestion--Don't let the restaurant pour your wine after the first taste for whoever ordered it, politely tell the person, "I'll pour our wine from this point, Thank you."
Why? I can nurse a glass of wine pre-dinner and still have plenty left for dinner and whoever you have along with you. The restaurant's job is to sell wine; that's where the big profit margin lies. I have NO problem with that! But I want to be the one to portion out our wine knowing the people I am with and how much they would like and when.
The worst excuse I ever heard: #3 This was not at a restaurant but in a column about why wine prices are so high in restaurants. "Well a sommelier (if they are actually a genuine Sommelier (pronounced. Soh-MAHL-Yay) which takes ridiculous study and examinations to become a genuine one, and they are worth their weight in gold! And hence they are WELL PAID deservedly so! But, I am a common person with a common income and I have only ever been to two restaurants in my life that actually had a genuine "Master of Sommelier" on staff.
And if you ever wondered how many glasses of wine you get from a 750ml bottle, the industry standard is 4, 5-ounce pours or 5, 4-ounce pours.
Now the secrets to reading a wine list. These are "general" observations: Always preview the wine list on line of the restaurant to which you are planning to go. Compare the prices of their wines to retails prices. Again--expect 100% mark up over retail prices. Anything less than that is a relative bargain!
Beware when you are ordering a bottle making SURE the bottle they bring you is the bottle you ORDERED off the list! Meaning--if you saw a bottle of "XYZ Pinot Noir vintage 2020" and they bring out a bottle of the same name but a different year you can and should refuse it!
Why-- because I ordered a bottle of wine at a plush restaurant in L.A. which I specifically ordered being very aware of the quality and price of the wine for the particular year. It was a bargain! I was excited to have it coming to the table but when the presenter showed me the bottle which is standard procedure they do so precisely to make sure they are bringing you what you ordered. Well it was a different vintage. I happened to know the bottle they were trying push on me was substantially inferior and a less expensive Pinot from the same vintner. I refused it of course and their answer was that they had run out of the vintage I ordered. That's shameless! So beware of the bait and switch.
Finally: Hot Tip!
Restaurants often put the "bargain wines" further down the wine list so you might be less likely to choose it. Also remember that a wine that seems to be the popular wine of the day eg. White Zinfandel, Prosecco, a generic Rosé just to name a few, are likely to also be jacked up due to their popularity.