Is It Last Orders for Wine by the Bottle?

Why It Matters

By‑the‑glass sales unlock higher per‑glass margins and attract price‑sensitive yet adventurous consumers, reshaping upscale beverage revenue streams.

Key Takeaways

• By‑the‑glass wine orders outpacing bottle sales in fine‑dining
• Coravin and Le Verre de Vin preserve bottles for single‑serve
• Vagabond’s app‑led self‑pour bar will debut 120 wines in Soho
• Chambers in New York sells $70 glasses of 15‑year‑old Barolo
• Consumers pay comparable per‑millilitre price whether buying a glass or bottle

Pulse Analysis

The wine‑by‑the‑glass movement is gaining momentum as diners prioritize health, cost control, and the freedom to sample multiple vintages in a single outing. Traditional bottle service, once the hallmark of fine‑dining, now competes with a curated glass menu that can deliver the same per‑millilitre price point while reducing waste. This behavioural shift is especially evident in metropolitan markets where consumers are willing to spend $70 on a single glass of a 15‑year‑old Barolo or a vintage Vouvray, reflecting a willingness to pay for quality without the commitment of a full bottle.

Technology is the catalyst that makes premium single‑serve wine viable. Devices like Coravin’s needle system and Le Verre de Vin’s oxygen‑removal technology keep unopened bottles fresh for months, allowing establishments to offer rare, high‑priced wines in 25‑ml to 175‑ml pours. The cost of these systems—roughly $500 for a Coravin Timeless Six+—is quickly offset by the higher margins on glass sales and the ability to showcase a broader portfolio, from cult French crus to emerging regions such as Syria’s Domaine de Bargylus.

For operators, the financial upside is clear. Restaurants such as Row on 5 and New York’s Chambers have expanded their glass lists to over 100 selections, turning wine service into a revenue engine rather than a cost center. London’s Vagabond is taking the concept further with an app‑driven self‑pour experience, blending hospitality with data collection and personalized recommendations. As consumers continue to seek experiential, low‑commitment luxury, the by‑the‑glass model is set to become a permanent fixture in the upscale beverage landscape.