Ever curious what the average multiplier is on wines in a restaurant? According to the readers/participants at Chowhound, the generally accepted multiple is 2.6x.

So, if you can get a wine for $20 at a store, expect to pay around $52.

Now, why is that multiplier reasonable? When you buy wine, you’re actually buying both the wine itself and time seated at the table. If the restaurant expects to have X number of tickets on a particular night, that is X parties, then it has to turnover tables on a schedule fast enough to service those X tickets. For every table that gets a bottle of wine, that’s additional seating time they otherwise wouldn’t be taking if they didn’t get the bottle of wine. You sit longer when you’re enjoying a bottle.

That also happens to be the logic behind expensive appetizers. At least that’s how it used to be.

We all know that bottles of wine are ridiculously expensive at nice restaurants and so it’s not surprising that many of us have been tempted to bring our own wine to save a few dollars. However, there are unwritten rules about bringing your own wine that you should try to follow.

• Avoid bringing a wine that is on the wine list.
• Bring a good bottle of wine. It seems a bit penny-wise pound-foolish to go to a really nice restaurant, pay premium prices for food, appetizers, desserts, and then bring in a cheaper bottle of wine just to save a few dollars.
• Order a bottle from the house. It shows good faith (you’re bringing the other bottle because they don’t have it and you like it, but you bought one so it’s cool) and the restaurant usually waives the corkage fee for a bottle if you buy one.
• Offer a tasting sample to the sommelier or manager or chef, just a nice gesture.

Bringing your own wine is hardly tacky but it’s not a money saving venture.

(photo: j. star)

Studies have shown that people attach quality with price, so something that is more expensive has a higher perceive level of quality. In no other industry is this truer than in the wine business. In fact, in 1985, the Chateau Lafite 1787 was sold at Christie’s London for $160,000. That’s right, one bottle for a hundred and sixty thousand dollars.

Bought for the Forbes Collection, this bottle of Lafite bears Thomas Jefferson’s initials etched into the glass, a practice not that unusual in the 18th century when large purchases were made directly from the Chateau. [Source: Forbes]

You and I know this is ridiculous, but rich people are foolish and do crazy things. So, delight in this list of fine wines under $10 a bottle for our recession battered lips.

1. Cape Indaba Sauvignon Blanc 2007 ($6)
2. Bodegas Borsao Campo de Borja Borsao Red 2005 ($7)
3. Real Companhia Velha Porca de Murca 2005 ($7)
4. Adega Condes de Albarel Albarino Salneval 2006 ($9)
5. Jadot Beaujolais Villages 2006 ($9)
6. Monarchia Pinot Gris 2006 ($9)
7. Conde de Jauregui Rioja Crianza 2004 ($10)
8. Gascon Don Miguel Malbec 2006 ($10)
9. Miolo Reserva Pinot Noir 2006 ($10)
10. Yalumba Y Series Viognier 2006 ($10)

The Top Ten Wines Under $10 [Source: MainStreet.com]