(123)456 7890 [email protected]

In how many more ways can you analyze corkage fees, at least one more?

A few years ago I worked on a film project about wine with a Master Sommelier. In fact it has its own label and the wine is great. A recurring discussion we had was the topic of corkage fees. Bottom line, “every case is different, but it can come down to the fact that corkage fees are there primarily to discourage the customer from bringing their own wine and force them to buy from the wine list,” says Tom Wark-American. Wine Consumers Coalition.

Some restaurateurs claim that a customer bringing their own wine is like bringing their own steak and asking the restaurant to cook it for them and paying a “steak fee.” Obviously restaurants can do what they want, but the facts remain, corkage fees have been around for many decades and they must add value to the restaurant or they wouldn’t be there. However, paying $60 for a $20 bottle of wine seems steep when you’re not dining on a non-expense bill. And, by the glass, it can cost more than $60.

From the point of view of restaurants, they have costs associated with the sale of wine, some of which are not immediately recognized or appreciated by the consumer. However, every restaurant has a method to their madness of selling wine; where they list wines on their wine list and how they list wine on a specific wine list. But, Mr. Wark thinks my corkage fee thesis is lame. Also, not every restaurant that sells wine is of the caliber of Joel Robuchon or Aureole with its cellar tower. Aureole has a wine list of more than 3,200 bottles. However, wine can be an expensive operation at any restaurant, including your favorite neighborhood eatery.

The point is that restaurants have capital and operating expenses committed to wine and a profit margin is expected. Regardless of costs, the highest corkage fee I’ve found so far is The French Laundry in Napa, CA; a whopping $150 a bottle. In most industries (even retail wine), a 300% markup would be a precursor to self-destruction. Wine is not a rare commodity.

A fine dining restaurant mentioned above is Aureole in Las Vegas with a stunning view of a 4-story wine tower. They have no problem with people bringing their own wine and their corkage fee is $50 per bottle, max 2 bottles, and the wine should not be on their wine list. Roy’s, a fine restaurant with excellent food and an international presence, charges a corkage fee of $15 per 750ml bottle and says he’s comfortable with a customer bringing their own wine if it makes their visit more enjoyable.

“I think for someone who dines at a restaurant with a $25-35 entree, a corkage fee of $15-20 is reasonable,” Wark said. “When you have a favorite wine and are familiar with the retail price of that bottle of wine, check the restaurant’s wine list; check the markup. A $25 retail Zinfandel is probably ridiculous at $75 at a restaurant”.

I did some research in the past on what makes a bottle of wine worth $50 or even $500. Interestingly, many people don’t fully appreciate the variables that dictate wine costs. For example, the cost of storage space, facility (support) costs, and equipment. On the contrary, these costs do not justify margins of 200-300%.

In addition to wine inventory costs, facilities, equipment and square footage; another expense for a restaurant is the sommelier. (The value of an award-winning sommelier without MS is in the eye of the beholder.) Tableside wine service isn’t necessarily free, either. But true sommeliers (Court of Master Sommeliers or Master of Wine) are very rare and their knowledge of wines is profound; they can add to a wine experience. There are only 220 Court of Master Sommeliers in the world with only 140 in the US Fifteen Master Sommeliers are in Napa County, CA, followed by twelve in Las Vegas, NV. Someone has to pay for this service: the corkage fee and surcharges on the wine list are the most obvious answer. Just remember, not all restaurants have a Master Sommelier, but most have someone who performs the function of the sommelier.

Why would a customer want to bring their own wine to a restaurant? Some thoughts on this:

  • The customer doesn’t want to pay more than a 200% premium for a wine they can buy at Costco for less than half the price of a wine list.
  • They know the menu item they’ll be ordering, and a friend recommended a specific wine that isn’t shown on the restaurants’ online wine list.
  • The customer tries to impress a client or special guest with his knowledge of wine and extols the virtues of one he has brought. Maybe it’s a special celebration wine saved for a specific occasion.
  • The restaurant may not have a wine list of acceptable quality, but the food is great.

Wine should be fun, entertaining and contemplative and evoke conviviality. After all, wine is not the main course.

Some points to consider when deciding to bring a bottle of wine to the restaurant.

  • Call ahead and ask about the corkage fee.
  • Check if the restaurant has a wine list online. If your wine is on the list and the price is reasonable, go for it. Otherwise, change the bottle of wine you were planning to bring.
  • Don’t feel embarrassed or shy about wanting to bring your own wine, the corkage fee is still a great profit opportunity for the restaurant.
  • Offer the server/sommelier a sample of your wine if you are not familiar with wine.
  • Feel free to ask the waiter/sommelier if they can waive the corkage fee. This would be appropriate if you eat frequently or have at least 4 in your party.

I recently heard a customer offer the sommelier to taste the wine he brought. The sommelier was interested because he did not know the winery, the winemaker and the AVA. He seemed genuinely appreciative of the offer and he waived the corkage charge. Cute!

It is acceptable practice when dining out to bring your own wine and expect a corkage fee; a practice that should not be ashamed to use. Be proud to have a favorite wine. Corkage fees are a traditional practice, so use them appropriately.

Leave a Reply

Your email address will not be published. Required fields are marked *