01VinePair·
Seven restaurant sommeliers reveal wine markup formulas, 60-76 percent of bill
- Seven beverage directors from US restaurants shared how they calculate wine markups, which range from 60 to 76 percent of the final menu price across their venues.
- Kinga Mackowiak at Apple Blossom in Denver said 60-70 percent of a bottle's menu price is markup, leaving the restaurant 38-48 percent profit after accounting for glassware, labor, and credit card fees.
- William Jones at Deep Roots Restaurant Group in Alabama reported 76 percent average markup but said tariffs, labor costs, and economic pressures have forced tighter margins to meet profit targets.
- Nayda Freire at Renzo in Charleston uses tiered markups, charging 2.5-4 times the wholesale price depending on initial cost, with glassware and rising insurance expenses driving pricing decisions.
- Most beverage directors price wine dynamically rather than applying a fixed multiplier, weighing factors like demand, inventory age, exclusivity, and seasonality alongside operational overhead.
Reported byVinePair