Homer Simpson, in a celebratory mood, once asked a waiter to bring over a bottle "of your second-least expensive champagne." The same buying principle is a well-known.
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Decanter Don’t fear second cheapest wine on the menu, says study
The second cheapest bottle of wine on a restaurant list isn t always the worst value option, according to newly published research that has claimed to dispel an ‘urban myth’.
May 4, 2021 Study dispels myth that second cheapest wine on a restaurant list is a rip-off Credit: Photo by Louis Hansel on Unsplash
It’s not true that the second cheapest wine on a restaurant list always carries a bigger price mark-up versus other bottles on the menu, suggests new research.
Experts at the London School of Economics (LSE) and the University of Sussex business school analysed hundreds of wine lists at London restaurants and found no evidence of the ‘rip-off’ theory.
Don’t be sniffy about the second cheapest bottle of wine – it’s not the rip-off you thought
A new study dispels myth by revealing that bottles in the middle price range at restaurants tend to have the heftiest mark-up
2 May 2021 • 8:30pm
Analysis of the retail prices of over 6,000 wines suggests that the third cheapest option is the worst value for money
Credit: Christophe Ena /AP
Economists have dispelled the urban myth that the second cheapest bottle of wine at a restaurant is likely to be the biggest rip-off.
Restaurant owners are often suspected of overpricing the second most affordable wine to exploit naive diners too embarrassed to choose the stingiest option.
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