Selling price of a wine tasting per

Quick answer

Most wine tasting organizers price themselves into losses by forgetting the hidden costs. Your calculation must include staff wages, glassware, snacks, and overhead expenses beyond just the wine bottles.

Most wine tasting organizers price themselves into losses by forgetting the hidden costs. Your calculation must include staff wages, glassware, snacks, and overhead expenses beyond just the wine bottles. Get this formula right, and you'll turn tastings into profitable events.

What's included in the cost price?

Wine tastings involve way more than pouring bottles. You're covering:

Wine costs: The bottles you'll open
Staff wages: Sommelier or serving personnel
Equipment: Glasses, decanters, spittoons
Food pairings: Cheese, crackers, nuts
Venue expenses: If renting external space
Overhead: Utilities, cleaning, setup time

? Example cost breakdown for 2-hour tasting (10 guests):

6 wine bottles at €15 each: €90
Staff for 3 hours at €25: €75
Food pairings: €30
Equipment & utilities: €25

Total: €220 = €22 per guest

VAT and selling price calculation

Wine tastings get taxed at 9% VAT (hospitality rate). Convert your cost price into a profitable selling price:

Formula:
Selling price excl. VAT = Cost price / (Target margin %)
Selling price incl. VAT = Selling price excl. VAT × 1.09

? Example pricing calculation:

Cost price: €22 per guest
Target margin: 35% (costs should be 65%)

Selling price excl. VAT: €22 / 0.65 = €33.85
Selling price incl. VAT: €33.85 × 1.09 = €36.90

Final price: €37 per guest

Account for wine loss and spillage

Wine always gets wasted at tastings. Guests taste, spit, and bottles never empty completely. Build in 10-15% extra wine costs - the kind of thing you only learn after closing your first month at a loss.

⚠️ Reality check:

That €15 wine bottle won't give you 5 tasting portions at €3 each. Between spillage and generous pours, you're actually paying €4-5 per glass served.

Group size affects pricing

Smaller groups cost more per person since fixed expenses (staff, setup) get split among fewer people:

6-8 guests: Higher per-person rate
12-16 guests: Sweet spot for pricing
20+ guests: Lower rates possible, but you'll need extra staff

? Pricing by group size example:

6 guests: €45 per person
12 guests: €37 per person
20 guests: €32 per person

Create tiered packages

Offer different quality levels and durations for varied price points:

Starter tasting: 4 wines, 1.5 hours, €25-30
Premium experience: 6 wines plus pairings, 2 hours, €40-50
VIP tasting: Premium wines plus full meal, 3 hours, €75-100

How do you calculate the selling price of a wine tasting?

Calculate all costs per person

Add up: wine costs + staff + snacks + materials + overhead. Divide by number of participants. Factor in 10-15% spillage for wine costs.

Determine your desired margin

For wine tastings, 30-40% margin is standard. This means costs should be 60-70% of your selling price.

Calculate the final price

Divide cost price by desired margin percentage. Multiply by 1.09 for 9% VAT. Round to a logical price (€37.90 becomes €39).

✨ Pro tip

Track your wine waste percentage for the first 3 months of tastings. Most beginners underestimate spillage by 20-30%, which kills their margins before they realize what's happening.

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Frequently asked questions

What VAT rate applies to wine tastings?

Wine tastings get charged at 9% VAT, same as restaurant dining. This covers both the wine and any food served alongside it.

How much wine should I plan per person?

Budget for 6-8 tasting portions per guest at 4-5cl each. That works out to roughly 1.5 bottles per 4 people, but add 15% extra for spillage and generous pours.

What happens if guests don't show up?

Require prepayment or charge a no-show fee. You've already opened wine and scheduled staff time. Most organizers charge 50% for cancellations within 48 hours.

Can I adjust prices by season?

Absolutely, and you should. Winter allows higher pricing due to cozy atmosphere and fewer outdoor alternatives. Summer means competing with patios and festivals.

Do I need a certified sommelier or can I host myself?

Depends on your audience. Corporate groups often enjoy an enthusiastic owner's stories. Wine enthusiasts expect certified expertise and will pay premium prices for it.

How do I handle different wine preferences in one group?

Offer a mixed flight with 2-3 reds, 2-3 whites, and maybe a sparkling option. This covers most preferences without complicating your cost calculations too much.

Should I charge extra for premium glassware?

Yes, if you're using Riedel or similar quality glasses instead of basic ones. Wine enthusiasts notice the difference and will pay €5-8 extra per person for proper stemware.

ℹ️ This article was prepared based on official sources and professional expertise. While we strive for current and accurate information, the content may differ from the most recent regulations. Always consult the official authorities for binding standards.

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.

8 years kitchen manager at 1NUL8 Group Rotterdam

Expertise: food cost management HACCP kitchen management restaurant operations food safety compliance

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