A recent study found that the average consumer takes 60 seconds with a restaurant wine list before making a selection. This particular statistic speaks volumes. It means that we reach for what is familiar, that we are intimidated by the unfamiliar and that we don’t want to think too much when confronted with a wine list.
Tip: When ordering wine at a restaurant remember that some restaurateurs bank on your insecurity when it comes to navigating a wine list. Most amateurs play it safe by choosing the second cheapest wine on the list. These wines are normally the wines which has the biggest mark-up, so beware.