How much should you mark up that bottle of Dom Pérignon sitting in your wine cooler? A healthy margin on champagne ranges between 200-400% markup on your cost price. Many restaurants undercharge for champagne, missing out on profits from one of their most lucrative products.
Why champagne delivers exceptional profits
Champagne possesses unique characteristics that make it perfect for high margins:
- Guests expect a premium price (luxury appeal)
- Often ordered for special occasions (less price sensitive)
- No preparation needed (no labor cost)
- Long shelf life (no waste risk)
Calculate your champagne margin correctly
For champagne you use a different calculation than for food. You work with markup percentage instead of food cost percentage.
? Example calculation:
You buy a bottle of Moët & Chandon for €25.00
- Desired markup: 300%
- Selling price excl. VAT: €25.00 × 4 = €100.00
- Selling price incl. 21% VAT: €100.00 × 1.21 = €121.00
Menu price: €121.00
⚠️ Note:
Champagne falls under 21% VAT, not 9% like food. Always factor this correctly into your selling price.
Standard margins by champagne category
The margin depends on the champagne type and your restaurant concept:
- Basic champagne (Moët, Veuve Clicquot): 250-350% markup
- Premium champagne (Dom Pérignon, Krug): 200-300% markup
- Champagne by the glass: 400-500% markup (smaller quantity)
? Example by the glass:
Bottle of €25.00 yields 6 glasses of champagne
- Cost per glass: €25.00 ÷ 6 = €4.17
- Selling price per glass excl. VAT: €20.00
- Markup: €20.00 ÷ €4.17 = 480%
This is normal for champagne by the glass
Factors that influence your margin
Several elements determine how much margin you can achieve. Based on real restaurant P&L data, these factors show the biggest impact:
- Restaurant type: Fine dining can charge higher margins than casual dining
- Location: Central Amsterdam vs. village café
- Occasion: New Year's and Valentine's Day = higher willingness to pay
- Competition: Check what comparable establishments charge
Spotting underpriced champagne
Warning signs that you're charging too little for champagne:
- Markup below 200% (you're earning too little)
- Champagne sells too well (possibly priced too low)
- Guests order champagne as 'regular' wine
⚠️ Note:
Too low a champagne price can also damage your image. Guests expect champagne to be more expensive than regular wine.
Smart champagne pricing strategies
Maximize your champagne revenue with these tactics:
- Offer different price ranges (€80, €120, €200)
- Train staff to actively recommend champagne
- Feature champagne prominently on the menu
- Use champagne in packages (fixed price per person)
? Package example:
Romantic dinner for 2 people: €150
- 3-course menu: €80 (€40 pp)
- Bottle of champagne: €70 (cost price €25)
Margin on champagne: 280% - very healthy
How do you calculate a healthy champagne margin?
Determine your cost price per bottle
Note the exact cost price including all costs (transport, VAT on purchase). This is your base cost price for the calculation.
Choose your desired markup percentage
For basic champagne: 250-350% markup. For premium: 200-300%. This means your selling price becomes 3-4x your cost price.
Calculate the selling price excl. VAT
Multiply your cost price by the markup multiplier. At 300% markup: cost price × 4 = selling price excl. VAT.
Add 21% VAT for menu price
Champagne falls under 21% VAT. Multiply your price excl. VAT by 1.21 for the final menu price.
✨ Pro tip
Track your champagne velocity over 90 days. If you're selling fewer than 8 bottles quarterly, drop your price by €20-30. More than 25 bottles in 90 days means you can likely increase by €15-25 per bottle.
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Frequently asked questions
Isn't 300% markup on champagne excessive?
Should I vary markup by champagne brand?
How should I price champagne by the glass?
What if my champagne sits too long without selling?
How do I handle guest complaints about champagne prices?
Can I charge more during peak seasons?
Should vintage champagnes have different markup rules?
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
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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