Bob Bob Cité has announced a maximum mark up of £75 per bottle of wine, irrespective of size, on every wine in its collection.
The restaurant has 280 wines and 120 champagnes on its list, in all sizes, and each one will be included in the new offer – a permanent fixture at the luxury City haunt.
Owner Leonid Shutov decided on the measure to ensure his restaurant became “the ultimate destination for drinkers of rare wine and fine Champagne” and follows his policy of sourcing as much ex-château vintages as possible.
“Expert buying and huge capital outlay” also plays a vital part in how the restaurant is run.
The impact will be most significant on bottles over £200, with a number of rarer wines dropping to close to retail pries.
A bottle of 1947 Château d’Yquem, for example, will be listed at £2,880 a bottle, when it is listed by fine and rare wine merchant Millesima for £14,723.
Other wines that will fall to prices lower than those at wine stockists, merchants and traders include a 2000 La Landonne from Guigal (£370 per bottle); 1978 Moët & Chandon in magnum (£1,070); 2001 Château d’Yquem (£565); 1966 Yquem (£1,210); and 1928 Yquem (£3,380).
Owner Leonid Shutov said: “My vision for Bob Bob Cité was always that it would be a destination for celebrations and special occasions, yet at prices which would make it accessible to everyone, not just a privileged few.”
“I know that even with the maximum mark-up of £75, the exceptional wines and champagnes on our list are not bottles to drink every day.
“However when anyone is planning a celebration which includes, for example, a Jeroboam or Methuselah – or simply wants to experience one of the world’s best wines or vintages – my hope is that they will choose Bob Bob Cité in which to do so, safe in the knowledge they are paying an unbeatable price for it.”