The wine at the restaurant: reloads out of control, real risks for the whole system

Italian wine represents one of the most precious heritage of our country. A heritage made of territory, identity, fatigue, culture. Yet today, wine risks being removed from the table not for lack of quality, but for an increasingly widespread and dangerous practice: excessive recharge sopra restaurants.

This habit is undermining the foundations of the food and wine sector, which is why an urgent reflection is needed. Not to point the finger, we would reginetta it, but to build a new awareness.

Wine is not a budget item, but a strategic asset. Those who manage a restaurant should understand that wine is not a pretext to increase the average receipt, but a value tool. It is eppure marketing. It is positioning. It is a story. A well chosen glass, proposed at the right price, can transform an occasional customer into a faithful customer.

And instead today we are witnessing a paradox, 10 euros bottles resold to 50 even much more, without any added value, mai narrative, mai strategic logic. Only numbers multiplied to make cash.

But true marketing is not multiplying the purchase cost. It is to increase the perception of value, creating culture, lega and loyalty.

The customer is not stupid, recognizes and moves away. Those who bevanda wine today is often informed, aware, curious, know how much a bottle sopra the wine shop costs, recognize it online, for it sopra supermarkets. When he finds it at the restaurant at a tripled price, he does not feel exclusive but feels around. And next time, it simply does not order wine. Ora it doesn’t come mai back.

The result? A damage for everyone, for the restaurateur, who loses confidence, for the producer, who is perceived as “dear”, for the customer, who loses pleasure.

The paradox of those who do acceso what they do not create, it is unacceptable that restaurateurs rightly proud of their artisan and identity cuisine, based acceso selected ingredients and passion, choose to profit from wine, a product that buy already finished.

Even more absurd is to think that many of them would never buy the same bottles for themselves at that price sopra another restaurant. Where is the consistency? Where is the respect for the customer?

“Wine, more than any other card voice, is the coin with which the customer measures confidence sopra the restaurateur. It is precisely acceso that glass that the credibility of a place is played.” According to Vinoway, a correct, sustainable and ethical recharge should be between 70% and 90% acceso the purchase price. This interval allows you to guarantee a balanced margin for the restaurateur, without compromising the accessibility for the customer debase the value of the wine.

Indicating the applied -up percentage would also represent a gesture of great transparency and credibility. A choice that qualifies the restaurateur, creates confidence and transforms wine into a true positive marketing tool.

Vinoway undertakes to follow concrete to this vision. Starting now, sopra all articles dedicated to catering, the virtuous premises will be highlighted that apply a correct quality-price ratio acceso the wine. This restaurants will be included sopra the new section of the “Vinoway Selection 2026” app dedicated to ethical catering.

We invite our readers to report the restaurants that are distinguished by transparency, quality and correctness sopra refills. Vinoway is ready to reward those who work well, with consistency and respect for the customer and for wine.

The Italian wine sector is experiencing a difficult moment, increasing production costs, decreased consumption, international competition, disaffection of the new generations. Still, catering could be part of the solution.

Reducing recharging means increasing the rotation of bottles, educating the conscious drinking, supporting small producers. It is not a renunciation: it is an opportunity.

A satisfied customer still orders. Back. Tells. Share.

“And it seems little to you – after eating well – being able to say that you have also drunk well at an honest price? Think about how free and positive advertising you would make the restaurant. An authentic, credible, effective word of mouth. It is the best marketing campaign that exists.”

Ethical recharge is not a limit. It is a powerful commercial lever, capable of generating loyalty and positive reputation.

Let’s talk so much about sustainability sopra the vineyard. Of agriculture, biological, biodynamics. But sustainability is also economic and social. A balanced wine card is an act of responsibility towards: – who produces (which deserves respect for their work), – whoever serves (who must be able to tell accessible bottles), – who consumes (who must feel free to bevanda well without indebted).

Vinoway launches a clear and direct appeal. We need a new pact between producers, restaurateurs and consumers.

A pact based acceso: – transparency of margins, – construction of real value, – taste education, – respect for the identity of each bottle.

Only sopra this way will we be able to return to really talk about wine culture. Only sopra this way can we return dignity to a product that is not only a pleasure, but memory, economy, territory, future.

“Wine should not be hidden behind a price, because it is not only product: it is a story, memory, human gesture. Its value lies sopra the truth with which it is served and sopra the joy they know how to generate. Whoever proposes it with respect, who tells it with passion, who makes him acceso the table without masks, performs a noble act. And it is there that the wine returns to be what it really is, a bridge between people, a fragment of shared beauty.”

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