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Home
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Working Papers
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Factors Impacting Wine Price Mark-Ups in Restaurants

Working Paper No. 195

Published: 2016
Category:
Economics

Factors Impacting Wine Price Mark-Ups in Restaurants

Florine Livat & Hervé Remaud
Full Text PDF
Abstract
Most sommeliers, if not all, have a good understanding and knowledge of the wines they sell. But designing and managing the wine list is a different job, requiring a different set of expertise. As such, the sommelier’s managerial behavior seems critical in the success of a wine list and can be a substantial contributor of the restaurants’ profitability. Part of the profitability of the wine list relates to the mark-up that is applied to the wines available on the list. A mark-up is the amount the restauranteur will charge in addition to the cost of purchase of the wine. The purpose of this study is to analyse empirically the determinants of wine price mark-up size in the case of restaurants and respond to the following question: what are the determinants of wine price markup size?
Thanks to an original survey conducted in 2014 with sommeliers, we regress the declared mark- up against restaurants characteristics, wine list characteristics and wine stewart characteristics. Following a few words about mark-up determinants and the research protocol, we present the findings of the survey and its main managerial implications.

Submission

Please send your papers as PDF files to the editor, Victor Ginsburgh, at vginsbur@ulb.ac.be
Papers will be quickly reviewed, prior to potential posting on the website. Decision will be to post or not, possibly with short comments, but without referee reports. The decision will be based primarily on the suitability of the paper’s topic to the aims of the Association.
Such decisions are independent of publication decisions for the Journal of Wine Economics.

Working Paper publication requires that at least one author
is a regular member of AAWE.

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