Across the network, every price band above $125 gained share and every band below lost it, compared with the same restaurants a year ago. Every band from $125 up hit its highest October share on record; the two cheapest hit record lows.
Share of bottles sold by price band, change vs Oct 2025:
- Under $60: −1.4 pts
- $60–89: −2.1 pts
- $90–124: −1.4 pts
- $125–174: +1.2 pts
- $175–249: +1.7 pts
- $250–499: +1.1 pts
- $500–999: +0.5 pts
- $1,000+: +0.4 pts
- 18% of glasses sold were $30+, up from 15% (a record)
- 33% of glass revenue now comes from $30+ pours
- −5.9 pts share of bottles 0–3 years from vintage
This isn’t one price point. The shift runs across the whole ladder: every price band above $125 gained share and every band below lost it. It happens by the glass too, where $30+ pours went from 15% to 18% of glasses. Guests are also drinking older wine; young bottles (three years or less from vintage) fell to 49% of bottles sold, the lowest October share on record.
- Re-check your $125–$250 shelf for depth: two or three choices per style.
- Add a second $30+ pour if you have only one.
- Pull a few bottles with age from the cellar onto the main list.