Pricing
True cost, 10% IVA and why markup is not margin.
For restaurants, hotels and bars in Italy
Find the money hiding in your wine list
Practical guides and free calculators to price, design and sell wine, with 10% restaurant VAT (IVA) built in.
Restaurant wine in numbers
3–5 cents
is what a restaurant typically keeps from every euro of sales, once the bills are paid.
10–20%
of revenue in a sit-down restaurant is wine.
€4,500
from three points of margin on €150,000 of wine. About an eighth of a mid-sized restaurant's yearly profit.
Source: industry estimates; illustrative figures for a restaurant turning over €1 million a year.
Your best seller is rarely your best earner
Wine list engineering puts each wine's margin in euros next to how often it sells. One chart, four boxes, one decision per wine.
- Stars High sales, high margin
- Protect them. Never let one run out.
- Plowhorses High sales, low margin
- Reprice them. Guests already chose them.
- Puzzles Low sales, high margin
- Push them. Better words, better place on the page.
- Dogs Low sales, low margin
- Sell through by the glass, then cut.
Check a price in thirty seconds
Free calculators. Menu prices include 10% VAT, purchase costs exclude it.
All calculators
By the glass margin
Wine cost and margin per calice, with 10% VAT.
Glasses per bottle
How many pours a bottle really gives you.
Markup price
From purchase cost and multiplier to menu price.
Bottle margin
VAT split, wine cost and margin for any bottle.
Rather not spend the afternoon? Send me your list.
Within two working days you get your true margin line by line, your by-the-glass economics, how each wine fits your menu, and a page of changes you can make yourself.
Free Wine Profit Checkup
Marco Azzari, founder of Wine CFO. I do every Checkup personally, so I take on a few each month.