Building a wine list is like curating a perfect dinner party - you need options for every guest and every moment. Too many restaurateurs pick wines based on gut feeling or let suppliers make all the decisions. Your wine list should charm guests while boosting your bottom line.
Start with your target audience and price segment
Before you even start choosing wines, you need to know who's sitting at your tables. A bistro in the city center has different guests than a restaurant by the harbor. Your wine list needs to match your concept and your guests.
💡 Example price segments:
- Budget: €4.50 - €6.50 per glass
- Mid-range: €6.50 - €9.50 per glass
- Premium: €9.50+ per glass
Make sure you have at least 3-4 options in each segment.
Calculate your wine margin (pour cost)
Just like with food, you have a pour cost for wine - the percentage of your selling price that goes to purchasing. For wine, this typically runs between 18% and 25%. Always calculate excluding VAT!
💡 Example calculation:
Bottle of wine purchase: €8.50
You sell per glass (5 glasses per bottle): €7.50 incl. 21% VAT
- Price per glass excl. VAT: €7.50 / 1.21 = €6.20
- Revenue per bottle: 5 × €6.20 = €31.00
- Pour cost: (€8.50 / €31.00) × 100 = 27.4%
This is on the high side - aim for 20-23%.
⚠️ Note:
Alcoholic beverages have 21% VAT, not 9% like food. Don't forget this in your calculations!
Choose wines with different margins
Not every wine needs the same margin. Some wines are volume drivers (attract guests), others are margin makers (generate high returns). A smart wine list combines both strategies.
- House wine: Low margin (15-18%) but high volume
- Premium wines: Higher margin (25-30%) but lower volume
- Special wines: Very high margin (35%+) for true enthusiasts
I've watched restaurants hemorrhage EUR 200-400 monthly by stocking only high-margin bottles that collect dust. Balance beats greed every time.
Work with anchor prices
Deliberately put a few expensive wines on your list, even if you rarely sell them. These anchor prices make your mid-range more attractive. Guests often avoid both the cheapest and most expensive options.
💡 Example anchor strategy:
- House wine: €5.50 per glass
- Mid-range: €7.50 - €9.50 per glass (this is where you sell the most)
- Anchor wines: €12.50 - €15.00 per glass
The mid-range now seems reasonably priced.
Test and adjust based on sales figures
A wine list is never finished. Keep track of which wines sell well and which don't move. Wines that haven't sold 10 glasses after 2 months are candidates for replacement.
- Check your top 5 performers weekly
- Replace underperforming wines every 2-3 months
- Adjust prices when your purchasing costs change
- Ask your staff for feedback - they talk to guests
⚠️ Note:
Wine prices fluctuate. Check every 3 months if your purchase prices are still accurate and adjust your selling prices accordingly.
Keep it manageable
Too many choices paralyze guests. A good wine list caps at 15-20 wines, divided among white, red, rosé and sparkling wine. Provide clear descriptions without unnecessary frills.
- White: 4-6 wines from dry to sweet
- Red: 5-7 wines from light to full-bodied
- Rosé: 2-3 options
- Sparkling: 2-3 options (including champagne as anchor)
How do you put together a profitable wine list? (step by step)
Determine your target audience and price segments
Analyze your guests and set 3 price segments: budget (€4.50-€6.50), mid-range (€6.50-€9.50) and premium (€9.50+). Make sure you have enough choice in each segment.
Calculate the pour cost per wine
Use the formula: (Purchase price bottle / Revenue per bottle excl. 21% VAT) × 100. Aim for 18-25% pour cost, with lower margins for house wine and higher for premium wines.
Select wines with different functions
Choose volume drivers (house wine with low margin), margin makers (mid-range with good margin) and anchor wines (expensive options that make the mid-range attractive).
Test and optimize based on sales
Monitor weekly which wines sell well. Replace underperforming wines every 2-3 months and adjust prices when your purchase prices change.
✨ Pro tip
Add one 'sommelier's choice' wine per quarter that costs exactly €8.50 per glass - this hits the sweet spot where guests feel sophisticated without breaking the bank. Track its performance for 6 weeks before deciding to keep it.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How many wines should I put on my list?
Cap it at 15-20 wines total. Too many choices overwhelm guests. Divide among 4-6 white, 5-7 red, 2-3 rosé and 2-3 sparkling wines.
What is a good pour cost for wine?
Between 18% and 25% of your selling price excluding VAT. House wine can run 15-18%, while premium wines can hit 25-30% for better profitability.
How often should I adjust my wine list?
Review your sales figures monthly and swap out underperforming wines every 2-3 months. Adjust prices immediately when your purchase costs change.
Should I put expensive wines on my list that I don't sell anyway?
Absolutely - anchor prices work like magic. A few expensive wines (€12-15 per glass) make your mid-range seem reasonable. Guests typically avoid both the cheapest and priciest options.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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