The Margin Map

What every pour earns

$129

Gross profit per bottle of wine at the typical restaurant

Typical restaurant’s pour cost, October:

Wine by the bottle: 29.4%
Wine by the glass: 21.2%
Beer: 20.3%
Cocktails: 13.9%
Spirits: 12.4%

The trade-up, in dollars:

Glass $15–17 (21% cost): earns $12.80
Glass $30+ (23% cost): earns $32.64
Bottle $60–89 (25% cost): earns $54.95
Bottle $125–174 (26% cost): earns $107.28
Bottle under $60 (55% cost): earns $15.06

Gross profit = selling price minus cost of the pour. Restaurants with item costs in BinWise.

The sommelier's read

Bottles carry the highest pour cost, but they earn the most dollars by far. More useful: trading up costs you almost nothing in margin percentage. A $30+ glass runs at nearly the same cost as a $16 one and earns two and a half times as much. A $145 bottle earns twice what a $75 bottle does. The one band to watch is the very bottom: bottles under $60 run at 55% cost.

What to do this month

Judge the list on dollars earned per bottle, not just pour cost.
Check every bottle under $60; most should earn more or go.
Train servers on the $125–$175 shelf, where one recommendation doubles the profit.

🔒 For BinWise clients

See how this applies to your wine list.

Your pour cost by category, against the typical restaurant.

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