Nos conseils aux professionnels - Comment fixer les prix de sa carte des vins ? - Les Grappes

5 things to know about setting the right prices on your wine list

Pricing is essential for the sustainability of your business. It allows you to establish a margin on your sales, but also to challenge the competition. Les Grappes offers you some advice on how to set your priceswine list. We will discuss both prices per bottle and per glass, as this practice tends to be widespread.

The complementarity of wines

First of all, you must consider the logic of your wine list. Indeed, your wine list must offer a certain complementarity in its prices by mixing high-end wines and more accessible wines.
Try to propose a low-priced offer for example, to accompany the lunch formulas if you are a restaurant owner: one or two glasses of wine should be suitable for these formulas, with a rather accessible price.
Also propose some more expensive wines, perhaps more appreciated, to give some panache to your menu and to arouse the greed of your customers by the quality of the wine that you serve. Thus, a restaurant with an average ticket around 15€ TTC will propose wines by the glass between 4,50€ and 7,50€. A restaurant with an average ticket around 25€ TTC, wines by the glass between 7,50€ and 12€ and a restaurant with an average ticket around 40€ TTC, wines by the glass between 12€ and 20€.
Finally, if you are a restaurant owner, you must keep a certain logic in your menu by matching the prices of the wines with those of the dishes you serve. There must be harmony in the prices.

The quality-price ratio

To determine the prices of your menu, you must take into consideration the quality of the products you offer to identify the representative price of the range of wines. Thus, you must pay attention to these data which are guarantees of the quality of the wine:

  • The region of production of the wine, the terroir from which the wine comes.
  • The domain: allows you to identify the rarity of the wine, the originality of its flavors: a castle from a large domain is a high-end wine and will therefore be at a higher price.
  • The vintage: a wine from an exceptional year deserves an exceptional price!
  • The method of production: a wine produced organically will be more expensive than a wine of the same type produced in conventional agriculture because in general it requires more work on the part of the winemaker and the yields are less.

Data to take into account

To establish the prices of your wine list, you must calculate the cost price and deduct the margin that you can take. To do this, you must first determine the acquisition cost:

The acquisition cost is composed of the agreed purchase price, the incidental costs (transport costs...) as well as the additional costs that allow to make the acquired bias in a state of consumption or to store it.

Now comes the moment of calculating the cost price: it is the complete cost of the product at the final stage. It represents the break-even point: in other words, it is the minimum selling price so as not to make a loss.

To calculate it, we take into account the acquisition price to which we add the cost of the administrative function, the financial function and the distribution function. That is to say that the price must include the acquisition of the wine, its transport, storage, service and the framework of the service. You will then reach the break-even point and be able to build up a margin.

The right calculation to fix the price of your wines

Once this step is finished, you must proceed to the setting of the selling price. It must necessarily be higher than the cost price in order to make a margin and make your business profitable.

We suggest this calculation to determine the minimum selling price: it is to use a multiplier coefficient:

Depending on your sector of activity, you can use a multiplier to know at what price to sell at the minimum. This is particularly the case for the sale of goods (e.g. shoes) or the processing of raw materials (e.g. catering). For bottled wine, this multiplication coefficient corresponds on average to 4.5. Thus, a bottle of wine bought for 5€ (excl. VAT) will be resold with a coefficient of 4.5 to the customers at :
(5 x 4,5) x 1,2(taxes)= 27€ TTC.

For wine by the glass, the calculation is simple: one bottle allows to serve 6 glasses of 12cl. It is generally advisable to increase the price by 5 to 10% compared to the price of the bottle: this way, customers are encouraged to order wine by the bottle instead, to avoid opening too many bottles, and to limit losses. To come back to our example of a 27€ bottle, we can define a selling price per glass between 4,7€ and 4,95€.

Now that you have the average selling price of the wine, you must also take into account in your price the proposals of the competition, and choose either to align yourself with the prices, or to differentiate yourself by selling your products at a higher or lower price.
In conclusion, the ideal price has the following characteristics: it must be accessible to your target audience, take into consideration the competition, and must be profitable for your company.

Respond to customer demand

More knowledgeable and curious, wine aficionados are becoming more numerous and their demand is evolving. Wine consumption trends are changing and your menu must reflect this, in terms of type of wine but also and especially in terms of price.

Thus, the attraction of organic wine is also manifesting itself among the younger generation (under 25 years old), who are willing to pay more for a certified organic wine*. At the same time, there is a growing demand for wines made by winegrowers, which are not found on every wine list. This demand is accompanied by a more ethical vision of wine consumption, which includes fairer remuneration for the winemakers. Thus, customers are often ready to pay more for their bottle of wine, if it has a story (the story of those who make it!). After the grape variety, the price of a wine is the second most important criterion for customers.

The price is ok... but what about the rest?

It's not easy to compose your wine list: What information should you put on it? How should it be formatted? How to classify your wines? All this while avoiding making a mistake that could discredit you... ! Don't panic, we have written an article on the top 10 mistakes not to make on your wine list !

Need to be accompanied?

Les GrappesLes Grappes, the French leader in the distribution of wines directly from the winemaker to professionals, facilitates the purchase of wine directly from the winemakers. Les Grappes centralizes the orders of more than 1,200 winegrowers with a single point of contact, from ordering to billing. We accompany cafés, hotels, restaurants, wine cellars in their choice of wines, but also in the realization of customized wine lists! According to your project, your tastes and your budget, we help you to choose the best wines in short circuit. To be put in contact with our team,click here!

Restaurants, Bars, Hotels: we accompany you for your wine list!

Les GrappesLes Grappes, the French leader in the distribution of wine directly from the winemaker to professionals, facilitates the purchase of wine directly from the winemakers.

You might like...