Most restaurants nail their food costs but completely mess up their beverage margins. Alcoholic drinks typically run 15-25% food cost, while soft drinks and coffee swing wildly depending on how you source them. The difference between a profitable bar program and a money pit often comes down to understanding these percentages.
Food cost percentages per beverage type
Beverages operate on completely different economics than food because of how they're sourced and served:
- Alcoholic beverages: 15-25% food cost
- Soft drinks: 20-30% food cost
- Coffee/tea: 10-20% food cost
- Juices: 25-35% food cost
? Example alcoholic beverage:
A bottle of wine costing €8.00 to purchase you sell for €32.00 (incl. 21% VAT):
- Selling price excl. VAT: €32.00 / 1.21 = €26.45
- Food cost: (€8.00 / €26.45) × 100 = 30.2%
This runs high for wine. You'd want 20-25%.
Why beverages have different margins
The beverage game works differently than food for several key reasons:
- Zero prep time: No cooking means dramatically lower labor costs
- Minimal spoilage: Alcohol and packaged drinks have long shelf lives
- Consistent portions: A wine pour is always 150ml, no guesswork
- Price tolerance: Customers expect and accept higher beverage markups
? Example soft drink:
A cola from the tap costs you €0.45 per glass. You sell it for €3.50 (incl. 9% VAT):
- Selling price excl. VAT: €3.50 / 1.09 = €3.21
- Food cost: (€0.45 / €3.21) × 100 = 14.0%
That's a solid margin for soft drinks.
Calculation per beverage type
Alcoholic beverages (VAT 21%):
- Draft beer: 15-20% food cost
- Wine glass: 20-25% food cost
- Cocktails: 18-25% food cost
- Spirits: 15-22% food cost
Non-alcoholic (VAT 9%):
- Draft soft drink: 10-18% food cost
- Bottled soft drinks: 25-35% food cost
- Coffee/espresso: 8-15% food cost
- Fresh orange juice: 30-40% food cost
⚠️ Note:
Alcoholic beverages carry 21% VAT while food and non-alcoholic drinks get 9%. This VAT difference significantly impacts your final calculations.
Practical tips for beverage pricing
Here's how you nail the right selling price for every drink:
- Scout your competition: What are similar venues charging in your area?
- Stick to standard pours: 150ml wine, 250ml beer, 200ml soft drink
- Count every cost: That lemon garnish and cocktail napkin add up
- Review prices monthly: Beverage supplier costs fluctuate more than food
? Example coffee:
An espresso costs you €0.35 in coffee beans and milk. You sell it for €2.75 (incl. 9% VAT):
- Selling price excl. VAT: €2.75 / 1.09 = €2.52
- Food cost: (€0.35 / €2.52) × 100 = 13.9%
That's an excellent coffee margin.
Difference between draft and bottled
Your serving method dramatically affects your margins:
- Draft beer: Lower per-liter cost but requires tap equipment and maintenance
- Bottled beer: Higher purchase price but simpler inventory and no equipment hassles
- Wine by the glass: Better margins but risk losing money on opened bottles
- Draft soft drinks: Significantly cheaper than bottles but needs dispensing systems
Based on real restaurant P&L data, establishments using draft systems typically see 3-5% better beverage food costs across their entire drink program, though the equipment investment takes 12-18 months to pay back.
How do you calculate the right beverage price? (step by step)
Determine your cost price per portion
Calculate what one glass/portion costs. With bottles this is easy, with draft you need to calculate how many glasses come from one keg. Don't forget to include garnish (lemon slice, straw).
Choose your desired food cost percentage
For alcoholic drinks: 15-25%, for soft drinks: 20-30%, for coffee: 10-20%. Check what's standard in your area and what fits your concept.
Calculate your minimum selling price
Divide your cost price by your desired food cost percentage. Then multiply by 1.09 (9% VAT) or 1.21 (21% VAT) for the menu price. Check if this is realistic for your business.
✨ Pro tip
Track your beverage waste separately from spoilage - spillage, over-pours, and comps should never exceed 2% of total beverage revenue. Anything higher signals training issues.
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Frequently asked questions
Why do alcoholic beverages have 21% VAT?
Can my food cost on beverages be higher than on food?
How do I calculate draft beer costs accurately?
Should waste factor into my beverage food costs?
What's the ideal markup for premium vs house wines?
How do seasonal cocktails affect my beverage costs?
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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