House wine pricing stumps many restaurant owners who end up leaving serious money on the table. The calculation seems straightforward, but hidden factors like VAT rates and pour ratios trip up even experienced operators. Getting this right can transform one of your most ordered items into a profit powerhouse.
Why wine follows different pricing rules
Wine isn't just another menu item. It operates under its own set of financial rules:
- VAT sits at 21% (not the 9% you pay on food)
- No prep time needed, just quick pouring
- Standard pour cost runs 18-25%
- Wine typically delivers higher margins than dishes
⚠️ Warning:
Always work with selling prices excluding that 21% VAT. Too many owners skip this step and think their margins are better than they actually are.
The pour cost formula that actually works
Wine pricing uses a different approach than food:
Minimum selling price excl. VAT = Wine purchase price / (Pour cost % / 100)
Then you'll multiply by 1.21 to get your final menu price with VAT.
💡 Real numbers:
Your house wine costs €4.50 per bottle. One bottle fills 1.5 carafes of 50cl.
- Cost per carafe: €4.50 / 1.5 = €3.00
- Target pour cost: 20%
- Minimum price excl. VAT: €3.00 / 0.20 = €15.00
- Price with 21% VAT: €15.00 × 1.21 = €18.15
Menu price: €18.50 (rounded up)
Bottle-to-carafe conversion math
Your carafe size determines how many servings you'll get:
- 50cl carafe: 1.5 servings per 75cl bottle
- 37.5cl carafe: 2 servings per bottle
- 25cl carafe: 3 servings per bottle
But here's what matters: calculate based on what actually gets poured, not theoretical volumes.
💡 Step-by-step example:
Red house wine costs €5.20 per bottle:
- Cost per 50cl carafe: €5.20 / 1.5 = €3.47
- Using 22% pour cost: €3.47 / 0.22 = €15.77 excl. VAT
- With 21% VAT: €15.77 × 1.21 = €19.08
- Round to: €19.50
Final pour cost: €3.47 / (€19.50 / 1.21) = 21.5%
Pour cost percentages by wine type
Different wines can handle different margins. From analyzing actual purchasing data across different restaurant types, here's what works:
- House wine: 18-22%
- Wines by the glass: 20-25%
- Premium selections: 25-30%
- Champagne/sparkling: 20-25%
House wine can run lower pour costs because it drives volume and repeat orders.
Staying competitive without losing margin
Research what similar places charge for comparable house wine. Price yourself too high and customers walk. Too low and you're giving away profit.
💡 Competitive analysis:
Local restaurants charge:
- Restaurant A: €16.50 per 50cl carafe
- Restaurant B: €18.00 per 50cl carafe
- Restaurant C: €19.50 per 50cl carafe
Your calculated €18.50 sits perfectly in this sweet spot.
Seasonal price adjustments
Wine prices don't swing as wildly as produce, but they do shift. Review your purchase costs twice yearly minimum.
New harvest seasons can bump prices 10-20% either direction. Adjust your menu accordingly, or watch your margins erode.
How do you calculate the selling price of house wine per 50cl carafe?
Determine the cost per carafe
Divide the purchase price of a bottle (75cl) by 1.5 to get the cost per 50cl carafe. For example: €4.50 / 1.5 = €3.00 per carafe.
Choose your desired pour cost percentage
For house wine, 18-22% is standard. The lower the percentage, the higher your margin. For example: 20% pour cost means 20% of your selling price goes to the wine.
Calculate the minimum selling price
Divide the cost by your desired pour cost percentage. At €3.00 cost and 20% pour cost: €3.00 / 0.20 = €15.00 excl. VAT.
Add 21% VAT
Multiply by 1.21 for the menu price. €15.00 × 1.21 = €18.15. Round to €18.50 for a nice price on your menu.
✨ Pro tip
Track your house wine pour costs every 6 weeks during peak season. If you nail the pricing on your top 3 wine sellers, you've locked down 75% of your beverage profit.
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
Should I calculate 9% or 21% VAT on house wine?
Always 21% VAT on alcoholic beverages, even when served with meals in your restaurant. Only food gets the 9% rate.
What's a realistic pour cost for house wine?
Aim for 18-22% on house wine. This runs lower than premium wines because house wine drives volume and brings customers back. It's your profit workhorse.
How many 50cl carafes do I actually get from one bottle?
A standard 75cl bottle yields 1.5 carafes of 50cl each. But calculate based on real pours, not perfect measurements - staff don't measure with laboratory precision.
📚 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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