Private-label wine flows onto menus

Casual-dining operators capitalize 
on novelty factor, high margins

A growing number of casual-dining chains are going into private practice when it comes to augmenting their wine lists.

Over the past few months, both Maggiano’s Little Italy and P.F. Chang’s have popped the corks on private-label wines, joining the ranks of upscale steakhouses like Ruth’s Chris and a number of high-end independents and hotels that have been offering them for several years.

The emerging trend toward showcasing proprietary-label wines offers a

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