Two bottles on a wine-shop shelf in November of 2025, both white Burgundy, both Chardonnay, both bottled by Maison Louis…
Mâconnais
The math is not arbitrary, the multiplier is not uniform, and the second-cheapest bottle is not the trap. How sommeliers actually build restaurant wine markup.
Somewhere around 2011, a generation of American Chardonnay drinkers stopped ordering Chardonnay. The phenomenon had a name, ABC (Anything But…