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.

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.