The VinePair Podcast: Is Wine BTG Broken? If So, Can It Be Fixed?

By-the-glass lists used to be a win-win. Consumers saw it as an affordable entry point into wine, and bars and restaurants saw it as a major moneymaker. But now, beverage directors are putting unrecognizable, esoteric wines on their BTGs, and they’re drastically marking up the price per glass. Can the BTG model as it currently stands last much longer?

Today on the “VinePair Podcast,” Adam, Joanna, and Zach discuss whether wineries should still consider by-the-glass placements as vital for their success. Why has wine by the glass lost so much luster in restaurants when, just recently, it was a huge success for so many eateries? Has the mix of higher prices, smaller pours, and fewer recognizable or appealing offerings turned an entire generation of diners off from glass pours?

Zach is reading: We Asked 10 Bartenders: What’s the Best ‘Panic-Order’ Cocktail?
Joanna is reading: The Most Anticipated Spirits Releases for 2026
Adam is reading: What Happened to America’s Commuter Bar Cars?

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