Wine-Searcher reports that restaurant wine pricing in the US is losing drinkers, citing Wine Market Council research showing that more than 75 per cent of wine drinkers will not pay above $16 a glass, while only 15 per cent would go beyond $18 and only 7 per cent beyond $20. The article argues that wine-by-the-glass pricing in major cities has drifted beyond what many consumers see as reasonable, just as newer drinkers already feel uncertain about taste and style. It also suggests the trade is making matters worse when it steers beginners towards wines that are too austere rather than softer, more approachable styles.