When browsing a restaurant's wine list, the best strategy is to choose wines that are difficult to pronounce. These wines, often favorites of sommeliers, tend to have lower profit margins and offer better value compared to their more popular counterparts. For instance, well-known wines like Sauvignon Blanc and Prosecco often come with high markups, sometimes reaching 75-85% profit margins. In contrast, lesser-known varieties, such as Xinomavro or Touriga Nacional, can provide similar or superior quality for a fraction of the price. Maxim Kassir, Head of Wine at The Aubrey at Mandarin Oriental Hotel in London, emphasizes that wines made from indigenous grape varieties are often overlooked yet provide excellent value. To navigate the wine list effectively, diners can consult the sommelier for recommendations within their price range, ensuring a delightful and cost-effective dining experience. So next time you’re at a restaurant, don’t shy away from those tricky names; they might just lead you to your new favorite wine.