What markup does a restaurant put on wine?
Quick answer
In Belgium, the standard restaurant markup is 2.5-3.5 times the ex-VAT purchase price (average coefficient: 3). A wine bought at 10 EUR ex-VAT will be listed at 25-35 EUR including tax.
Detailed answer
The markup (or multiplier coefficient) is the ratio between the wine's purchase price and its selling price in the restaurant. It is one of the most debated topics in the restaurant world.
In Belgium, the average coefficient sits between 2.5 and 3.5 depending on the establishment's positioning. A bistro will typically apply 2.5-3x, while a fine-dining restaurant will go to 3-4x (or higher for entry-level wines).
The economic logic: wine must contribute to the restaurant's profitability. Costs to cover include storage (climate-controlled cellar), breakage, service (sommelier, glassware), and profit margin. Wine accounts for 25-35 % of a restaurant's revenue in Belgium on average.
The variable markup strategy is the most common: a high coefficient (3-4x) on entry-level wines and a lower one (2-2.5x) on expensive wines. A Grand Cru bought at 80 EUR won't be sold at 280 EUR — more like 160-200 EUR. This approach encourages guests to trade up.
Wine by the glass is the most profitable segment: a 75 cl bottle yields 5-6 glasses of 12-13 cl. The coefficient on by-the-glass wine often reaches 4-5x because the customer pays for flexibility and discovery.
Key data point: according to Horeca Belgique (2024), the average price of a wine bottle ordered in a Belgian restaurant is 32 EUR.