The $6,000 Pour: How a Steakhouse Made a Windfall from Wine Mix-up

The $6,000 Pour: How a Steakhouse Made a Windfall from Wine Mix-up

May 16、2025Michael Bozzelli

It's the kind of story that gives restaurant managers nightmares, but for Hawksmoor, a legendary steakhouse chain in England, a monumental wine blunder turned into an unexpected marketing masterstroke. Co-founder Will Beckett recently revisited the tale on "The Go To Food Podcast," reminding us all of the time two lucky diners in their Manchester branch were accidentally served a bottle of Bordeaux worth a staggering £4,500 (about $6,000 dollars in 2019) – nearly twenty times the price of the wine they'd actually ordered.

The year was 2019. As Beckett recounted, two guests in the bar ordered a respectable Pomerol, a "spendy bottle" priced around £200-something. The server, in a moment that would soon become legendary, headed to the wine room, grabbed a bottle, and presented it. The guests, presumably happy with their choice, gave the nod. The wine was poured, and by all accounts, thoroughly enjoyed.

So much so, that about an hour later, they requested another bottle of the same wine.

This is where the story takes its turn. The server returned to the wine room, only to find there wasn't another bottle of what she thought she'd served. "That doesn't usually happen," Beckett noted. Panic likely set in. It soon transpired that the initial bottle wasn't their £200 selection, but a 2001 Château Le Pin – a highly acclaimed, Merlot-dominant Pomerol described by the famed critic Robert Parker as "flamboyant, opulently textured, rich, [and] concentrated." 

According to Beckett, the server's initial reaction was, understandably, "oh my f*cking god." However, displaying admirable composure when facing the customers, she simply informed them they had run out of that particular bottle, guiding them to an alternative choice.

What happened next is a masterclass in public relations and company culture. Instead of recriminations, Hawksmoor Manchester took to Twitter with a refreshingly honest and humorous post: "To the customer who accidentally got given a bottle of Chateau le Pin Pomerol 2001, which is £4,500 on our menu, last night – hope you enjoyed your evening! To the member of staff who accidentally gave it away, chin up! One-off mistakes happen and we love you anyway."

The public lapped it up. The story went viral. And the impact on business? "Mental," according to Beckett. He revealed that Hawksmoor Manchester experienced a "massive blip" in footfall for a couple of weeks. "We made way more money with that than we lost by giving away that thing," he admitted.

The positive spin didn't end there. In a move that speaks volumes about their supportive culture, the server involved in the pricey mishap was promoted to general manager just a few months later.

This incident remains a brilliant example of how to handle an expensive error with grace. It highlights not only the potential for hiccups in the hospitality world but also the immense value of a supportive company culture and savvy public relations. It proves that sometimes, a very expensive mistake can end up being priceless. But why does this never happy to me when I order mid-tier Bordeaux at restaurants?

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