Since 2019, wine pairing sales have grown 40% across fine dining establishments. You need to account for the combination of wines, portion sizes per course, and the complete dining experience. Most restaurants underprice these offerings because they forget guests consume wine differently across multiple courses than with single glass orders.
What makes wine pairing pricing unique?
With a wine pairing, your guest consumes an average of 3-4 glasses spread throughout the meal, rather than 1-2 glasses with one course. This changes everything:
- Serve smaller portions per course (8-10cl instead of 12-15cl)
- Need to purchase and open different wines
- Have more work with presentation and explanation
- Risk having open bottles left over
⚠️ Note:
Always calculate with the price excluding VAT. Wine has 21% VAT, so a bottle of €30 incl. VAT is €24.79 excl. VAT.
The cost calculation breakdown
For wine pairings, you calculate costs per person, not per glass. This approach gives you better margin visibility.
💡 Example calculation:
Three-course wine pairing:
- Appetizer: Sauvignon Blanc (€18 per bottle, 10cl per person)
- Main course: Malbec (€22 per bottle, 12cl per person)
- Dessert: Moscato (€16 per bottle, 8cl per person)
Total per person: 30cl wine
Calculate your ingredient cost per person
A standard wine bottle contains 75cl. You'll need to calculate each portion's cost:
- Sauvignon Blanc: €18 / 7.5 portions = €2.40 per 10cl
- Malbec: €22 / 6.25 portions = €3.52 per 12cl
- Moscato: €16 / 9.4 portions = €1.70 per 8cl
Total ingredient cost per person: €7.62
💡 Calculation example:
For the Malbec:
- Bottle: 75cl
- Portion per person: 12cl
- Number of portions per bottle: 75 ÷ 12 = 6.25
- Cost per portion: €22 ÷ 6.25 = €3.52
Set your target margin
Wine pairings typically command 60-70% margins. This exceeds individual wine margins because you're providing enhanced service and assuming greater risk. Based on real restaurant P&L data, establishments averaging 65% margins on pairings show 23% higher beverage profitability.
- At 65% margin: €7.62 ÷ 0.35 = €21.77 excl. VAT
- Incl. 21% VAT: €21.77 × 1.21 = €26.34
Rounded up, you'd charge €26.50 for this pairing.
⚠️ Note:
Don't overlook opening costs. If you open a bottle for 4 guests but only 3 show up, you'll lose money on that bottle.
Hidden costs you can't ignore
Wine pairings involve more expenses than just the wine itself:
- Presentation time: Sommelier must explain each wine selection
- Extra glassware: Clean glasses required per course
- Opening risk: Bottles that don't get fully consumed
- Inventory risk: Specific wines you must stock
💡 Practical tip:
Add 5-10% buffer for service and risk costs:
- Base costs: €7.62
- With 8% buffer: €8.23
- At 65% margin: €23.51 excl. VAT
- Final price: €28.45 incl. VAT
Benchmark against individual wines
Always verify your pairing price makes sense compared to individual glasses:
- If individual glasses cost €8, €9 and €7 = €24 total
- Your €26.50 pairing is €2.50 more expensive
- That's reasonable for the enhanced service and curated experience
How do you calculate the selling price of a wine pairing?
Determine portions per course
Calculate how much cl of wine you serve per course. Appetizer: 8-10cl, main course: 10-12cl, dessert: 6-8cl. Add up for total per person.
Calculate cost of goods per person
Divide the bottle price by the number of portions you get from a bottle. Add all three wines together for your total cost of goods per person.
Calculate your selling price
Divide your cost of goods by your desired margin (for example 0.35 at 65% margin). Multiply by 1.21 for the price including 21% VAT.
✨ Pro tip
Require minimum orders of 6 pairings per evening to make wine selection viable. Below this threshold, you'll face excessive waste from opened bottles that don't move.
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
What margin should I target for wine pairings?
Wine pairings typically warrant 60-70% margins, which exceeds individual wine margins. This accounts for enhanced service, curation expertise, and the risk of opened bottles that don't sell completely.
How much wine per person should I calculate?
Plan for 25-35cl per person across three courses. Appetizer gets 8-10cl, main course 10-12cl, dessert 6-8cl. It's less than individual glasses since consumption spreads throughout the meal.
Should I factor in opening risk when pricing?
Absolutely - add 5-10% buffer for opening risk. If you open bottles for 4 guests but only 3 arrive, you need pricing that covers those losses.
How do pairing prices compare to individual wine glasses?
Your pairing can be 10-20% higher than the combined cost of individual glasses. Guests expect to pay more for the curated experience and sommelier expertise.
📚 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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