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Every one knows that wines can be purchased at all different prices and that price is no guarantee of quality. Yesterdy I saw a bottle of "Beringer 2003 Cabernet Sauvignon" advertised at the local super market as being reduced $7.00 to $24.00 from $31.00. Later that same day I saw the same exact wine advertised at $14.00 at Cost Plus Imports. Beringer is a quality Napa Valley winery, but it got me to thinking, how much do they really mark up that lovely juice?

Seven euros a bottle in Europe this February, according to an Italian review I just checked. They quite liked it, too:3° classified wine: Beringer 2003, Cabernet Sauvignon, Stone Cellars, Napa, California. USA - This American of the Napa Valley has classified itself endured after first of the class. In tasting sin from the beginning he has very made an impression. To “the excellent sight he showed its beautiful “dressed red one steal alive. To optimal the good nose “/, where the intensity prevailed on the persistence and on the fineness and the fresh grass as soon as cut, the tobacco and the liquirizia evidenced themselves. To the taste he was enough pleasant and it has been judged “good to the intensity, to the body and the evolutionary and “optimal state to the persistence, fineness and pleasantness. To add that, to see the price, a doubt comes: what has been aged with the trucioli? Indicative price in wine cellar € 7,00. Alcoholic Gradazione 13%. Final score 74/100, bond.

http://www.lucianopignataro.it/articolo.php?pl=2760

(excuse the auto-translate but I can't improve on it personally)

Yup, that's definitely a rip-off... I don't believe that wine retails for more than ten or eleven dollars direct. I know that most supermarkets have markups of 50 to 83% or so generally for wines and restaurants have bottle markups upwards of 50%. The typical markup for wine in fine restaurants is 250% the wholesale price and as much as 300 to nearly 400% in hotel restaurants. It seems like everyone has their own system, though... some even average it all out based on all their wines.