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Thursday, August 20, 2009

What is a Reasonable Markup on Wine?

It seems to me that the more image-conscious a place is, the more they are able (and willing) to markup on beverages and food. For instance, take a fancy lounge or a rooftop bar that charges $12 for a mojito. If the cost to make one is $2, the markup would be 600%. But you very well can get a mojito at a more "normal" place for $6 or $7, a markup of "only" some 300%. Either way, restaurants/bars likely markup to the extent that they do because they can. As long as people come in and pay, prices do not have to drop. Also, these days, there is almost an expectation at many places that you will be paying a certain (often high) amount for drinks, and thus, the buyer has become numb to high prices.

*Several readers on this post suggests that a wine markup of more than 200% above retail is unreasonable...
http://chowhound.chow.com/topics/539517

*An interesting fact...

"In general, a food's restaurant price is about three times its wholesale cost - a 300 percent markup."

http://recipes.howstuffworks.com/restaurant-markups.htm

*More on markups for movie popcorn, coffee, and pre-cut fruit and veggies...
http://cbs3.com/yourmoneyteam/retail.rip.offs.2.971469.html

*This person notes the old rule of thumb at restaurants is to choose a wine in the middle of the price range. The thinking is that premium wines have a lower percentage markup as opposed to cheap wines which are generally heavily marked up.
http://www.wineweb.com/fusetalk/forum/messageview.cfm?catid=21&threadid=459

*Freakonomics on wine markups...
http://freakonomics.blogs.nytimes.com/2007/06/15/question-of-the-day-whats-up-with-restaurant-wine-prices/

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tequiladistributor said...

live with it rest owners have too much to worry about! dont drink if you think its too high! overhead is not cheap, we all live in the usa where you have the oport to make a good living if you work hard enough! and dont complain about the prize chances are 100 ppl do the same thing every month and rest employees hate it then you wonder why you get bad service!! CUS YOU HINTED YOUR CHEAP!! YOU HAVE OWN OR HAVE WORKED IN A RESTAURANT TO REALLY KNOW HOW HARD IT IS TO BE IN THE BUSINESS!!! TIP WELL HAVE A GOOD TIME, DRINK WHAT YOU LIKE TO DRINK AND EAT! THATS WHY WE ALL WORK HARD EVERYDAY! PLUS YOU DONT GO OUT TO EAT EVERYDAY! AND IF YOU DO, THEY THATS YOUR CHOICE AND NOT THE SERVERS CHOICE SO TREAT THEM WELL AND TIP WELL!!

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