Margin by wine category
Use differentiated pricing to improve overall profitability.
What this reference helps you decide
A smart margin strategy applies different multipliers depending on the wine's cost, the competitive context and the guest's perception of value.
How to use it
Criteria based on common practice in the hospitality sector. The multipliers are indicative and should be adjusted to each restaurant's positioning.
Key points
Entry-level wines
They allow higher multipliers (x3–x4) because the absolute price remains accessible to the guest.
Mid-range wines
Moderate multipliers (x2.5–x3). This is the tier where sales volume is concentrated.
Premium wines
Lower multipliers (x1.8–x2.5) to keep prices competitive and encourage sales.
Wine by the glass
The margin per glass is usually higher than per bottle, as it is sold in smaller units with a higher perceived value.
Sparkling wine and champagne
Variable multipliers. Champagne allows lower margins because of its high cost price; cavas and proseccos allow higher margins.
Recommended next steps
Measure the current situation with consistent data.
Choose one operational change and assign an owner.
Review sales, margin, stock and service impact after four weeks.