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
Pour cost targets are industry guidelines from the National Restaurant Association and Beverage Information Group. 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).