01VinePair·
Seven sommeliers reveal wine markup ranges from 60 to 76 percent of bill
- Seven beverage directors across US restaurants reported wine markups ranging from 60 to 76 percent of the final menu price, depending on venue and strategy.
- Kinga Mackowiak at Apple Blossom in Denver reported 60 to 70 percent markup, while William Jones at Deep Roots Restaurant Group in Alabama averaged 76 percent markup across multiple locations.
- Markups fund invisible costs: glassware, labor, insurance, credit card fees, storage, and utilities; restaurants also invest in wine selection, proper service, and temperature control.
- Rising tariffs, labor costs, and operational expenses have compressed profit margins; Deep Roots and Renzo in Charleston adjusted pricing strategies to maintain target profitability despite external pressures.
- Beverage directors price dynamically rather than applying flat multipliers, charging higher markups on lower-priced bottles and lower markups on expensive bottles to balance accessibility and revenue.
Reported byVinePair