Drink Cost Calculator — Cost per Pour & Markup Analysis
Understanding the cost per drink is fundamental to bar profitability and consumer budgeting. Whether you are pricing cocktails for a menu, evaluating wine by-the-glass programs, or simply comparing the value of different bottles, this calculator breaks down the true cost of each pour based on bottle price, size, and serving volume.
Calculate Cost per Drink
This calculator provides estimates for informational purposes only. It is not a substitute for professional consultation with a licensed sommelier, beverage consultant, or regulatory authority. Pour cost targets are industry guidelines. Actual profitability depends on labor, overhead, license fees, and local market conditions.
Understanding Pour Cost & Beverage Markup
Pour cost (also called beverage cost) is the ratio of ingredient cost to menu price. Most profitable bars target 18–24% pour cost for spirits and 25–35% for wine by the glass. The inverse — the markup multiplier — tells you how many times above cost to price each drink.
| Beverage Type | Industry Pour Cost | Markup |
|---|---|---|
| Well Spirits | 12–18% | 5.5–8× |
| Call / Premium Spirits | 15–22% | 4.5–6.5× |
| Top-Shelf Spirits | 18–25% | 4–5.5× |
| Draft Beer | 20–28% | 3.5–5× |
| Wine by the Glass | 25–35% | 3–4× |
| Cocktails | 15–22% | 4.5–6.5× |
Frequently Asked Questions
How many drinks are in a standard 750 mL bottle?
A standard 750 mL (25.4 oz) bottle yields approximately 17 standard 1.5 oz shots or approximately 5 standard 5 oz wine pours. A 1.75 L handle yields about 39 shots.
What is the difference between pour cost and markup?
Pour cost is the percentage of the drink price that covers the ingredient cost. Markup is the inverse: the multiplier applied to cost to arrive at the price. A 20% pour cost equals a 5× markup (1 ÷ 0.20 = 5).
How This Calculator Works
The calculator first determines the usable volume of a bottle by subtracting the spillage/waste percentage: Usable mL = Bottle mL × (1 − Spillage %). It then calculates drinks per bottle = Usable mL ÷ Pour Size mL, and cost per drink = Bottle Price ÷ Drinks per Bottle. The pour cost percentage is derived as (Cost per Drink ÷ Menu Price) × 100. Working in reverse, the suggested menu price = Cost per Drink ÷ Target Pour Cost %. The markup multiplier is the inverse of the pour cost percentage (e.g., 20% pour cost = 5× markup). Total revenue and gross profit are calculated per bottle to show the full economics of each product.
References & Methodology
- National Restaurant Association (2023) — Restaurant Industry Operations Report. Industry benchmarks for beverage cost percentages, markup targets, and inventory management best practices.
- Plotkin, R. (2023) — Successful Beverage Management. Standard reference for bar operations including pour cost calculation, pricing strategy, and waste control.
- Beverage Information & Insights Group — Annual beverage cost and pricing surveys used by the hospitality industry to benchmark performance across venue types.
- Alcohol and Tobacco Tax and Trade Bureau (TTB), 27 CFR Part 5 — Standards of fill for distilled spirits: 50 mL, 200 mL, 375 mL, 750 mL, 1 L, and 1.75 L. These standard sizes are used in cost-per-pour calculations.