01VinePair·
Seven restaurant beverage directors reveal wine markup breakdown
- Seven US beverage directors report wine markups range from 60 to 76 percent of menu price, with actual restaurant profit between 24 and 48 percent per bottle after operational costs.
- Markup strategy varies by wine: established regions and lower-cost bottles command higher markups, while exclusive or expensive bottles receive modest increases to maintain price-to-quality ratios.
- Restaurants cite tariffs, labor costs, glassware, insurance, and storage as major factors squeezing margins, forcing tighter pricing as alcohol profit share fell from 60 percent to 30 percent of total hospitality profits.
Reported byVinePair