Rory Sutherland tells why restaurants want you to order wine more than any other drink.
Rory Sutherland’s fascinating study dives into the subtle psychology behind why restaurants push us to order wine more than any other drink. His insights reveal how establishments carefully manipulate the dining experience to guide us toward that glass of vino.
It’s not just about taste—there’s a calculated strategy at play. Restaurants often have a separate wine menu, physically different from the regular drinks list, making wine feel like a more premium, “special” choice. By having its own menu, wine becomes an event, something that stands out on its own. It’s less about just getting a drink and more about choosing a refined experience.
And here’s the kicker: notice how, when you sit down, the wine glasses are already placed on the table? That’s no accident. It’s a psychological nudge, subtly suggesting that wine is the expected drink for the evening. It plants the idea in your mind before you even think about ordering, creating a sense of social or dining expectation. The sight of those empty wine glasses signals that wine is the natural choice to complete the dining experience.
All these small tactics add up to make you feel like wine is not just an option but the best option, or even the only option for a meal with sophistication. Restaurants do this because wine is often one of the highest-margin items, meaning it brings in more profit than other drinks. So the next time you’re handed a wine menu and see those glasses gleaming in front of you, know that it’s all part of a clever strategy to enhance your dining experience while driving up the restaurant’s profit!
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32 Comments
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A $30 bottle of wine in a restaurant is $130 or more
Maybe in the U.K or U.S. Not in a country that produces wine. You look at the menu and you know what all of them cost in a store. Usually a 25% markup.
I always order JD on ice, simply because
a) It is nice and decent price
b) Almost everywhere I go have it (except wine only restaurants)
c) I never overdrink since I go max 2 which is actually equivalent to drinking a beer
If I want to drink wine I buy from supermarket or either on christmas get a gift so works for me
Pepsi is just fine for me.
Good thing I always order a beer
This is the worst stand up, ever
one more reason for not drinking alcoholic beverages
Dont know which restaurants you visit. We get menus for every single person. With prices per glass, per bottle and everything. Wheres the magic you are talking about?
Joke's on them. They could try and set up all the pins to fall for me to order an expensive wine and I'd be like, "No thanks, I don't like wine".
Drink water
Good thing Im muslim
Yeah wine is gross. Dont know how YouTube landed me here 🤣
Thanks for the obvious and nonsense.
This video is from a time when the word "no" don't exist yet
if they dont got Mead i aint buyin
I’m glad I don’t drink alcohol
Dude should spend less time being a pompous ass and more time on the treadmill.
I don’t drink alcohol 😃
Pffff, that’s why I bring my own in a Nalgene water bottle. No one ever has to know. Follow me for more money saving tips….
Easy to answer. You are being ripped off.
Please bring me a bottle of the cheapest swill of red wine you have. That's just fine. Thank you.
Wine is shit anyways
not really the experience i have at restaurants, most of the ones i frequent they just ask you the colour and whether you want sweet or dry, they only have one sort each.
Wine snobs. Ew.
People think wine is a rip off. Wait till they spend $28 on a pasta and chicken dish 😂😂😂
ill have three shots of well whiskey please…
We had a fancy wine list at a job I worked at and we were just giving them boxed wine from the supermarket. We would however give them an ungodly amount of wine because we thought it was funny 😅
Why does this guy's sound advice have to compete with such awful background muzak?
lmao, or you just provided the most convent way to pick a whine. maybe understand how to order like a adult.
I avoid this by drinking PBR at Michelin star restaurants
Hire other editor for fucks sake