Wine GP Calculator
Enter your bottle cost, set a target GP%, and the calculator returns the selling price — for the bottle and for 125ml, 175ml, and 250ml pours. Run it in reverse to check the margin on a price you're already charging. The Compare tab handles a full list at once. VAT defaults to 20% but is editable.
Per glass
Per glass
FAQ
What is gross profit percentage in wine service?
Gross profit percentage (GP%) is the share of your selling price — after removing VAT — that is left once you subtract the cost of the wine. If a bottle costs £10 and you sell it for £40 excluding VAT, your GP% is 75%. It is not the same as markup, which is calculated from the cost price rather than the selling price. Most hospitality businesses use GP% as their standard measure because it expresses profit as a proportion of revenue.
What GP% should a restaurant aim for on wine?
Most restaurants target between 65% and 75% GP on wine. By-the-glass pours typically sit at the higher end of that range because the risk of wastage and open-bottle spoilage needs to be priced in. Bottle sales can run a little lower. Premium or fine dining venues sometimes go higher still, while casual dining and pub wine lists tend to sit closer to 65%. There is no single correct answer — it depends on your overheads, your menu, and your volume.
What is the difference between GP% and markup on wine?
GP% and markup describe the same margin from different directions. GP% divides the profit by the selling price. Markup divides the profit by the cost price. A wine that costs £8 and sells for £32 ex-VAT has a GP% of 75% but a markup of 300%. Hospitality businesses almost always quote GP% because it relates to how revenue is generated; retail businesses more commonly use markup.
How do I calculate the selling price of wine by the glass?
Divide the bottle cost by the number of serves in the bottle (a standard 75cl bottle gives six 125ml glasses, four 175ml glasses, or three 250ml glasses). That gives you the cost per glass. Then divide that cost by one minus your target GP% to find the selling price excluding VAT, and multiply by your VAT multiplier to get the customer-facing price. The calculator above does all of this automatically for 125ml, 175ml, and 250ml the moment you enter a bottle cost and a target GP%.
Does my GP% change when I sell by the glass instead of the bottle?
It does not have to — if you price your glass servings using the same GP% formula applied to the per-glass cost, your margin stays consistent. Where restaurants often lose money on by-the-glass is by setting a glass price intuitively rather than calculating it from the same GP target. Wastage from open bottles is a separate problem; it is worth factoring in a small buffer if you pour multiple varieties by the glass and some bottles do not turn over fast enough.
What VAT rate should I use for the calculator?
If you are in the UK, the standard VAT rate on alcohol served in a hospitality venue is 20%, which is the default here. Spain applies 10% IVA to restaurant wine service and 21% IVA to retail wine sales. The United States does not have a federal VAT equivalent; you would leave this field at 0% and account for sales tax separately. The field is editable — set it to whatever applies in your territory or business context.