01VinePair·
Seven US sommeliers reveal wine markup ranges from 60 to 76 percent of bill
- Seven beverage directors across US restaurants report markups ranging 60-76 percent of final menu price, with most allocating 35-48 percent as actual profit after operational costs.
- Kinga Mackowiak, beverage director at Apple Blossom in Denver, marks up bottles 60-70 percent but varies margins by demand and regional familiarity rather than applying uniform multipliers.
- William Jones at Deep Roots Restaurant Group in Fairhoe, Alabama reports 76 percent average markup but says tariffs and labor costs now make it harder to hit profit targets.
- Beverage directors cite glassware, labor, insurance, rent, and utilities as hidden costs justifying markups; sommelier June Rodil says guests pay for storage, temperature control, and service expertise.
- Restaurant alcohol profit contribution dropped from 60 percent of total profits to roughly 30 percent as US drinking rates fall and economic pressures reduce on-premise wine consumption.
Reported byVinePair