Wine Labs Research · Restaurants / Pricing / Markup

Restaurant wine markup: what 1.86 million price pairs show

Published . Restaurant wine lists from the last 12 months, compared with retail offers in the same country.

A restaurant charges a median 2.27× the retail price for the same bottle of wine. We compared 1,858,955 restaurant prices with retail prices for the same wine, vintage and country.

The markup falls as the wine gets more expensive. A bottle that costs under $20 in a shop sells for 2.72× that price. A bottle above $500 sells for 1.77×.

2.27×

Median bottle markup over retail

71%

US glass price as a share of the retail bottle

57,516

Restaurants in the study

Cheaper wines carry the highest markup

Restaurants add a larger multiple to low-priced bottles and a smaller multiple to expensive ones. The cash margin still rises with the price.

Median markup by retail price

Median markup by retail priceUnder $20: 2.72×; $20–50: 2.35×; $50–150: 2.15×; $150–500: 1.96×; $500+: 1.77×Under $202.72×$20–502.35×$50–1502.15×$150–5001.96×$500+1.77×

Restaurant price divided by retail price.

Markup by country

US restaurants charge 2.21× retail. UK restaurants charge 2.98×. Italy and Spain have the lowest markups of the large markets.

Median bottle markup over same-country retail

Median bottle markup over same-country retailUnited Arab Emirates: 4.99×; Greece: 3.10×; UK: 2.98×; India: 2.69×; New Zealand: 2.68×; Netherlands: 2.55×; Denmark: 2.52×; Germany: 2.52×; South Africa: 2.52×; Belgium: 2.44×; Australia: 2.40×; Sweden: 2.38×; Canada: 2.33×; France: 2.30×; Portugal: 2.28×; Austria: 2.27×; Switzerland: 2.26×; USA: 2.21×; Hong Kong: 2.17×; Japan: 2.17×; Singapore: 2.10×; Spain: 2.08×; Italy: 2.02×; Brazil: 1.59×United Arab Emirates4.99×Greece3.10×UK2.98×India2.69×New Zealand2.68×Netherlands2.55×Denmark2.52×Germany2.52×South Africa2.52×Belgium2.44×Australia2.40×Sweden2.38×Canada2.33×France2.30×Portugal2.28×Austria2.27×Switzerland2.26×USA2.21×Hong Kong2.17×Japan2.17×Singapore2.10×Spain2.08×Italy2.02×Brazil1.59×

Restaurant price divided by retail price.

Countries with at least 300 restaurants in the study.

CountryRestaurantsMedian markupMiddle halfWines under $20Wines over $150
United Arab Emirates5454.99×3.78×–6.32×6.12×3.84×
Greece4043.10×2.53×–3.83×3.27×2.65×
UK3,9382.98×2.30×–3.71×3.10×2.68×
India1,2452.69×2.09×–3.40×2.81×2.01×
New Zealand3902.68×2.03×–3.34×3.08×1.62×
Netherlands8602.55×1.95×–3.33×3.79×1.89×
Denmark8572.52×1.90×–3.27×3.78×2.07×
Germany2,3942.52×1.84×–3.27×3.55×1.73×
South Africa3602.52×2.13×–2.90×2.51×2.55×
Belgium6292.44×1.91×–3.02×3.43×1.72×
Australia9492.40×1.92×–2.87×2.81×2.01×
Sweden3882.38×2.04×–2.87×4.65×2.11×
Canada1,1842.33×1.89×–2.89×2.61×1.83×
France4,8322.30×1.70×–2.99×2.95×1.70×
Portugal3822.28×1.77×–2.98×2.60×1.91×
Austria4712.27×1.75×–2.89×3.52×1.69×
Switzerland2,3692.26×1.70×–2.93×3.76×1.72×
USA21,0192.21×1.74×–2.73×2.65×1.98×
Hong Kong3262.17×1.50×–2.85×3.58×1.75×
Japan4,5482.17×1.61×–2.79×2.62×1.76×
Singapore6672.10×1.61×–2.65×3.12×1.88×
Spain2,1382.08×1.69×–2.62×2.43×1.67×
Italy2,8542.02×1.62×–2.56×2.40×1.71×
Brazil3391.59×1.32×–1.95×1.86×1.35×

Markup by US state

PA restaurants have the highest median markup. OR restaurants have the lowest.

Median bottle markup by US state

Median bottle markup by US statePA: 2.65×; TN: 2.40×; MD: 2.37×; NY: 2.36×; NV: 2.32×; IL: 2.29×; FL: 2.29×; CO: 2.25×; AZ: 2.23×; LA: 2.22×; HI: 2.22×; MN: 2.22×; WA: 2.20×; RI: 2.20×; GA: 2.19×; TX: 2.18×; VA: 2.17×; SC: 2.17×; NJ: 2.17×; MA: 2.14×; CT: 2.14×; OH: 2.13×; AL: 2.12×; WI: 2.10×; MO: 2.09×; CA: 2.09×; IN: 2.08×; NC: 2.04×; MI: 2.03×; OR: 1.96×PA2.65×TN2.40×MD2.37×NY2.36×NV2.32×IL2.29×FL2.29×CO2.25×AZ2.23×LA2.22×HI2.22×MN2.22×WA2.20×RI2.20×GA2.19×TX2.18×VA2.17×SC2.17×NJ2.17×MA2.14×CT2.14×OH2.13×AL2.12×WI2.10×MO2.09×CA2.09×IN2.08×NC2.04×MI2.03×OR1.96×

Restaurant price divided by retail price.

Michelin-starred restaurants charge more

For wines that cost $50–150 in a shop, starred restaurants charge 2.61× retail. Other restaurants charge 2.09×.

Median markup, wines at $50–150 retail

Median markup, wines at $50–150 retailMichelin-starred: 2.61×; Other restaurants: 2.09×Michelin-starred2.61×Other restaurants2.09×

Restaurant price divided by retail price.

Glass prices

In the US, one glass costs 71% of the retail price of the full bottle. A bottle pours about five glasses, so the restaurant takes about 3.5× retail for a bottle it sells by the glass.

Glass price as a share of the retail bottle price

Glass price as a share of the retail bottle priceUnited Arab Emirates: 125.3%; Germany: 85.8%; UK: 77.1%; Netherlands: 74.7%; Canada: 72.9%; Denmark: 72.3%; USA: 70.9%; New Zealand: 70.0%; Belgium: 69.8%; France: 68.2%; Italy: 65.4%; Australia: 65.1%; India: 61.0%; Spain: 56.7%; Japan: 54.0%; Switzerland: 53.9%; Singapore: 52.5%United Arab Emirates125.3%Germany85.8%UK77.1%Netherlands74.7%Canada72.9%Denmark72.3%USA70.9%New Zealand70.0%Belgium69.8%France68.2%Italy65.4%Australia65.1%India61.0%Spain56.7%Japan54.0%Switzerland53.9%Singapore52.5%

Median glass price divided by the median retail price of the bottle, for bottles under $60.

The most-listed wines in US restaurants

Well-known Champagne and Napa Cabernet carry lower multiples. Low-priced whites carry the highest.

Non-vintage comparison. Median prices in USD.

WineRestaurantsRestaurant priceRetail priceMarkup
Veuve Clicquot Ponsardin Yellow Label Brut, Champagne, France2,772$130$701.86×
Caymus Vineyards Cabernet Sauvignon, Napa Valley, USA1,516$145$881.65×
Moet & Chandon Brut Imperial, Champagne, France1,380$120$602.00×
Meiomi Pinot Noir, California, USA1,315$46$222.09×
Kim Crawford Sauvignon Blanc, Marlborough, New Zealand1,308$44$162.67×
La Marca Prosecco, Veneto, Italy1,266$40$182.16×
90+ Ninety Plus Cellars 'Lot 152' Chardonnay, Mendocino, USA1,252$39$133.06×
Santa Margherita Pinot Grigio Alto Adige, Trentino-Alto Adige, Italy1,225$58$272.15×
Kendall-Jackson Vintner's Reserve Chardonnay, California, USA1,199$38$162.38×
The Prisoner Wine Co. 'The Prisoner', Napa Valley, USA1,149$83$521.60×
Rombauer Vineyards Chardonnay, Carneros, USA909$80$451.78×
Dom Perignon Brut, Champagne, France868$425$3001.42×
Chateau Ste. Michelle Riesling, Columbia Valley, USA853$35$122.92×
Chateau d'Esclans Cotes de Provence Whispering Angel Rose, France816$58$252.32×
Joseph Carr Josh Cellars Cabernet Sauvignon, Napa County, USA767$38$162.38×

The most-listed wines in UK restaurants

Champagne and Provence rosé lead UK lists.

Non-vintage comparison. Median prices converted to USD.

WineRestaurantsRestaurant priceRetail priceMarkup
Laurent-Perrier Cuvee Rose Brut, Champagne, France513$169$891.90×
Veuve Clicquot Ponsardin Yellow Label Brut, Champagne, France463$124$631.97×
Chateau d'Esclans Cotes de Provence Whispering Angel Rose, France360$66$272.49×
Bollinger Special Cuvee Brut, Champagne, France339$135$632.13×
Moet & Chandon Brut Imperial, Champagne, France332$108$512.12×
Laurent-Perrier La Cuvee Brut, Champagne, France251$120$611.97×
Nyetimber Classic Cuvee Sparkling, Sussex, England207$93$452.09×
Dom Perignon Brut, Champagne, France198$397$2601.53×
Ruinart Blanc de Blancs Brut, Champagne, France197$250$1102.27×
Taittinger Brut Reserve, Champagne, France167$113$522.15×
Pol Roger Brut Reserve, Champagne, France144$136$612.23×
Chateau Minuty Cotes de Provence 'M de Minuty' Rose, France144$54$232.32×
Jean-Marc Brocard Chablis, Burgundy, France123$62$302.04×
Nyetimber Rose Sparkling, Sussex, England117$106$502.11×
Bodega Norton 'Lote' Finca La Colonia Single Vineyard Malbec, Mendoza, Argentina113$52$182.91×

Questions

How much do restaurants mark up wine?

The median restaurant charges 2.27× the retail price for a bottle of wine. US restaurants charge 2.21×, UK restaurants 2.98× and French restaurants 2.30×.

Do restaurants mark up cheap wine more?

Yes. Bottles under $20 at retail sell for 2.72× retail on a restaurant list. Bottles above $500 sell for 1.77×.

How much does a glass of wine cost compared with the bottle?

In the US a glass costs 71% of the retail price of the bottle. Five glasses come to about 3.5× retail.

Which country has the highest restaurant wine markup?

In this study, the United Arab Emirates: 4.99× retail. Greece is next.

Sources and method

Restaurant prices come from 57,516 wine lists collected in the 12 months to 27 October 2026. Each list entry is matched to a Wine Labs wine. Retail prices are the median of current 750 ml offers from at least two merchants in the same country.

Markup = restaurant price ÷ median retail price, for the same wine and vintage. Ratios below 0.3 or above 20 are removed as likely mismatches. Spirits and beer are excluded. The figures are medians across list entries.

Restaurant prices follow local menu practice: US lists exclude sales tax; most European lists include VAT, as do European retail prices. Service charges are not included.

We removed five wines from the most-listed tables because their match to the restaurant entry was not certain.

Check retail and restaurant prices for a wine