New York guests pay $28.45 for the average glass of wine, vs $22.49 in California and $19.56 elsewhere, and 58% of NY beverage revenue is wine. Outside the coasts, spirits carry 28% of the program. Benchmark against your market, not the national average.
- Average glass of wine: California $22.49, New York $28.45, rest of US $19.56
- Median bottle: California $110, New York $150, rest of US $95
- Wine share of beverage: California 49.6%, New York 57.8%, rest of US 48.1%
- Spirits share of beverage: California 23.2%, New York 18.4%, rest of US 27.8%
New York is the most wine-led market in the network. It’s the deepest Burgundy and Champagne culture, and the most bottle-first: only 27% of wine revenue comes by the glass. Guests pay a $6 premium per glass over California. California drinks close to home: Pinot Noir and Cabernet sit level with Chardonnay. Outside the two coasts, spirits carry more of the beverage program (28% vs 18% in New York).
- New York: protect the bottle list. That’s where the money is. Make sure Chardonnay depth (Chablis to Meursault) matches demand.
- California: keep local Pinot and Cabernet strong, but use the Old World for the October upgrade.
- Rest of US: invest in the spirits program, and use by-the-glass reds to grow wine’s share.