House wine by the glass
70–80%
Your volume seller — small cost changes here move the whole wet GP.
Wine gross profit
calculator.
Work out your cost per bottle and per glass, then find the menu price that hits your target GP% — with VAT handled properly.
Free to use
VAT-aware
125 / 175 / 250ml servings
By glass & bottle
Your wine costs
What your supplier charges before VAT — cost per bottle: £
Most venues target 65–75% on wine.
%
Recommended menu prices (inc VAT)
| Serving | Per bottle | Cost / serve | Menu price | Profit / serve |
|---|---|---|---|---|
| £ | £ | £ |
Profit is shown ex VAT (the money you actually keep). Prices are a starting point — always sense-check against your local market.
Check a price you already charge
Actual GP at that price
%
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How wine gross profit
is calculated.
GP% is your profit as a percentage of the ex-VAT selling price — not of the cost, and not of the price on the menu.
The formula
GP% = (net selling price − cost) ÷ net selling price × 100
- Net selling price is your menu price with VAT removed (divide by 1.2 at 20% VAT).
- Cost is what the wine costs you per serving, ex VAT (you reclaim the VAT on purchases).
- To find the price for a target GP: price = cost ÷ (1 − GP%), then add VAT back on.
Worked example
- 1. A case of 6 × 750ml bottles costs £54 → £9.00 per bottle.
- 2. A bottle pours 4 × 175ml glasses → cost per glass is £2.25.
- 3. For 75% GP: £2.25 ÷ (1 − 0.75) = £9.00 net per glass.
- 4. Add 20% VAT → menu price of £10.80. Charge £10.80 and you keep £6.75 profit per glass.
Price £9.00 on the menu instead and your real GP is only 70% — forgetting VAT quietly costs you 5 points of margin.
Mid-range bottles
65–75%
The sweet spot for most lists — balanced margin and perceived value.
Premium & fine wine
55–65%
Lower GP% but more cash profit per bottle — consider cash margin, not just percentage.
Wine pricing FAQs.
What is a good GP% for wine?
Most UK venues target a gross profit of 65–75% on wine. Wine sold by the glass usually achieves the higher end (70–80%) because the per-ml price is higher, while premium bottles often run at 55–65% GP — a lower percentage but more cash profit per bottle sold.
How do I calculate wine GP with VAT?
Gross profit should always be calculated on the ex-VAT selling price. Divide your menu price by 1.2 (at 20% VAT) to get the net price, then GP% = (net price − cost) ÷ net price × 100. A £9 glass with £1.80 cost is 76% GP before VAT, but only 71% once VAT is removed — skipping this step is the most common wine pricing mistake.
How many 175ml glasses are in a 750ml bottle?
Four full 175ml glasses, with 50ml left over. Standard costing uses 4 servings per bottle so the leftover covers pouring variance. A 750ml bottle gives 6 × 125ml servings or 3 × 250ml servings.
Should wine by the glass be more expensive per ml than by the bottle?
Yes. Once a bottle is open you risk wastage if the rest doesn't sell, so by-the-glass prices carry a premium — typically the 175ml glass is priced so that 4 glasses total 10–25% more than the bottle price.
What is the difference between GP% and markup?
Markup is profit as a percentage of cost; GP (gross profit margin) is profit as a percentage of the selling price. A bottle costing £8 sold for £32 net has a 300% markup but a 75% GP. Hospitality pricing almost always talks in GP%.
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