$25 but really like to keep it under $20. I screw up all the time though, but less now than I used to!
There is an ocean of great wine out there for south of $20. Trophy wines? no. Wines I like to drink daily? yes
Generally $100, but I’ll extend on occasion. The most I’ve ever paid is $139 for 00 Lafite at Costco (subsequently sold for $1,625 ea).
California Pinot generally doesn’t exceed $100 even at the highest end, nor does CA syrah. I’ll throw around $80-$90 at Corison/Arnot Roberts/Ridge Monte Bello cab. The world’s finest historic Zinfandel is usually available from the wineries at less than $50.
I’m a burgundy guy. I don’t set a limit per bottle. I set a budget and stay within a budget for each vintage. But I’ve definitely stopped buying wines that I used to buy every year because the price has gotten too high.
I’m thinking more about this question after already having posted my initial response. I assumed the OP was referring to retail purchases and not to marked-up bottles off restaurant wine lists; if including the latter my numbers would slide upwards a bit.
~$15 for daily drinkers (but most are at ~$8-$10)
$30 and over only when I expect something special/different.
I don’t think I’ve ever spent over $50 per bottle (or $30/375ml) on anything for myself…not counting a couple of restaurant experiences.
My experience is that you can buy totally awesome wines like Montevertine easily for below $100. So that is where I focus my budget these days. Most of the time I’m buying below $60 but I do spurlge for a few Bonneau Martray Corton Charlies, Giacosa Barbaresco and the like occassionally because I absolutely know they’re worth their premium $100+ price.
I’ve never thought of putting a hard number on it, but I just shook my head at the '09 Chave in today’s PC mailer, pre-arrival at $389, so it’s somewhere south of there for sure. Probably $90/750ml although I do own a few bottles that were priced higher.