re: Von Miller gives every player in AFC West custom bottle of wine, Thank You note

Is that wholesale prices? Wine is actually really cheap, and gives the biggest profit margin of anything at a restaurant.

I had a friend growing up whose family owned a liquor distribution company. One of the items they supplied was the "house wine" to all the Macaroni Grills in the region. This was the wine were they would set the bottle at the table and at the end of the meal they'd ask how many glasses you drank. Whatever the customer told them they would have to ring up that number, no arguing whatsoever, even if they drank the entire bottle and only said they drank one.

The reason they didn't care was a bottle of that wine cost them $0.59, while a glass cost $3.50. If they only got the cost of one glass it was a huge margin, and anything after that was a bonus.