Magnum pricing displayed next to standard bottle pricing lets the math do the selling. No pitch needed. Brad and Pat explain why large format wine is the most underutilized check average tool in the business.

A hand-sell wine priced above $100 narrows the audience before the conversation starts. Brad and Pat explain how to price unfamiliar bottles to drive guest discovery and repeat business.

A wine list organized by body weight and flavor descriptor does more than look clean. It reduces guest friction, supports staff, and converts tables into wine-drinking tables before the appetizers arrive.

Wine list pricing should follow a bell curve: 25% under $100, 50% between $100 and $300, 25% above. Flat markup logic leaves money at every tier. Here is how to structure a list that sells across the board.