by the glass

[Jerry D Mead]

There used to be a restaurant in Riverside, California, called Pitruzello's. Joe Pitruzello sold more wine out of his restaurant at that time (25 years ago) than any retailer in the county.

He only "sold" at lunch when people were doing business (didn't want to intrude on family or date dining at night). He'd have wines of the month, week and day...with an unopened bottle sitting on every table.

He'd offer tastes (illegal in California then and now...but he got away with it), usually selling the bottle. Then after the client said they liked the wine, Joe would say we've got a real special on that today.

Joe would take a wine that wholesaled for $6 and that would have retailed with full mark-up for $9, and that he was charging $12 for in the restaurant...and tell the guy he could have a case for $120 (while the guy is doing math in his head and figuring out that he had just paid the equivalent of $144 the case), Joe would then add..."And we can put it right on your lunch tab and have the boy put it in your trunk."

Now the guy is thinking...this will go on my credit card, for which I'll get reimbursed on my expense account...I'll give my client/guest a couple of the bottles...and I'll get home with nearly a case for free.

Joe sold a ton of wine.

What happened? His son took over and was too much a pure foodie to be on the floor hustling wine sales. The third generation restaurant ended up folding.

JDM