Wine List Markup Calculator
Pricing wine correctly is critical to restaurant profitability. This calculator helps you set bottle and glass prices based on your wholesale cost, desired markup multiple, and target pour cost percentage, so your wine program stays profitable and competitive.
About this calculator
Calculate the ideal menu price for a bottle or glass of wine based on your cost and target markup or pour cost percentage.
Frequently Asked Questions
What is pour cost percentage?
Pour cost percentage is the cost of the wine divided by its selling price, expressed as a percentage. A lower pour cost percentage means higher profit margin. Most restaurants target 25-35% for wine.
Why price by pour cost instead of a flat markup?
Pour cost pricing accounts for the fact that more expensive bottles need different markup multiples than cheap ones to stay competitive while protecting margin.
Should glass and bottle pricing use the same pour cost target?
Many restaurants price glasses at a slightly lower pour cost (higher margin) than bottles since bottle sales have lower labor and waste costs per dollar of revenue.