01VinePair·
Seven sommeliers reveal wine markups span 60 to 76 percent of restaurant bill
- Seven US beverage directors shared how they calculate wine markups, ranging from 60 to 76 percent of the final menu price across Denver, Alabama, Charleston, Boston, and Phoenix venues.
- Kinga Mackowiak at Apple Blossom in Denver prices wines with 60 to 70 percent markup but keeps only 38 to 48 percent as profit after glassware, labor, and credit card fees.
- William Jones at Deep Roots Restaurant Group in Alabama targets 58 percent prime cost including labor and insurance, yielding 42 percent revenue per bottle, but tariffs and wage rises now threaten those goals.
- Beverage directors price strategically by wine type, demand, and inventory age rather than applying a single multiplier; established regions support higher markups while cheaper bottles carry larger percentage increases.
- Alcohol sales, once 60 percent of restaurant profits, now hover near 30 percent as fewer consumers dine out, forcing operators to defend markups by emphasizing selection, storage, service, and proper glassware.
Reported byVinePair