Report Shows Decline in Restaurant Bottle Wine Orders

A new report from Liberty Wines states that fewer diners are ordering bottles of wine for the table. -based distributor's "Premium On-Trade Wine Report 2026" attributes the shift to changing consumer preferences for individual drink choices. Restaurants are addressing the revenue impact by expanding non-alcoholic drink programs.

Sri Divel, founder of California-based marketing firm The Culinary CMO, said operators are developing premium mocktails that match the price point of craft cocktails.

Divel noted that non-alcoholic drinks now involve multiple preparation steps including house-made syrups and fresh herbs. These drinks require the same time and skill as alcoholic cocktails priced at $16. Monika Elling, CEO of New York-based Lo Secco Prosecco, said restaurants have adjusted drink pricing away from traditional markups.

She described a recent bill of $49 plus tip for two non-alcoholic and alcoholic drinks without a meal.

Vinny Catalano, who runs the California-based "Vines with Vinny" Instagram account, said some restaurants now offer non-alcoholic sparkling drinks at prices comparable to alcoholic beverages. He added that ordering wine by the glass reduces the sense of commitment compared with an entire bottle.

Catalano suggested that diners who want to order wine can bring their own bottle and pay a corkage fee. He said engaging with restaurant sommeliers and setting a price limit can help diners find suitable options.