Wine lovers around the world are advised to quickly plan a trip to London and book as many romantic restaurant diners the have to enjoy a long list of fine wines at lower prices than usually found on wine menus. London restaurants have decided to cut prices for their fine wine collections in order to attract more wine drinkers and encourage them to buy fine quality wine and also increase their margins.
According to Reuters, restaurant chain D&D London started this trend by cutting the prices of 2,000 fine wines. The wines normally priced at 50 pounds or more are now featured in a “Top 100” wine list with heavily discounted prices until March 14. D&D owns 20 different venues in London, including Coq D’Argent, Paternoster and Launceston Place.
“We’ve had a fantastically positive reaction to that in the first days,” said Des Gunewardena, Chief Executive of D&D London.
As it happens, nothing is completely altruistic and to their merit D&D London admits it!
“This isn’t a completely altruistic move,” Gunewardena said. “We’ve taken the decision that we’d rather sell a lot more wine at a lower mark-up than we do now, rather than selling a lot less wine at the current mark-ups that we have.”
But the trend they have started, although temporary, has led to a shift for restaurants across London. Other London restaurants decided to slash the prices of fine wines to encourage customers to opt for the more expensive options.
The luxury restaurant Bob Bob Ricard decided on a  a maximum mark-up of 50 pounds on any top wine.
“We give people a great reason to upgrade,” Leonid Shutov, co-owner of Bob Bob Ricard said. “In a typical restaurant the bulk of their volume is going to be at about 20 pounds a bottle. For us, the bulk is much, much further up. So it’s a win-win: we make a decent cash margin, while the customer gets a phenomenal deal.”
So, hurry up before wine lovers get the taste of the expensive stash of London restaurants and generate a price increase across the UK capital city. Just plan your trip, find a nice London hotel that’s close to the restaurants and enjoy your bottle of fine wine!
By Amey MyersAmey, an intrepid traveler and avid blogger, roams the world, absorbing diverse cultures, flavors, and experiences. Her writing captures the essence of her adventures, inspiring others to explore. Amey's infectious passion for travel and storytelling epitomizes a life filled with exploration and adventure.
