Markup
Markup is the amount added to a wine's cost to set its selling price, often expressed as a multiplier of cost or a percentage above it.
What markup is
Markup is the difference between what a wine costs you and what you charge for it. It is commonly expressed either as a multiplier, a 3x markup means a wine costing 10 is sold at 30, or as a percentage added to cost. Markup is closely related to, but not the same as, margin: a 3x markup corresponds to a gross margin of about 67%, because margin is calculated against the selling price rather than the cost.
In wine specifically, markup rarely stays flat across a list. Many programs apply a higher multiplier to inexpensive wines and a slimmer one to expensive bottles, so a flagship wine remains attractively priced while everyday pours carry the bulk of the margin.
Why it matters
Consistent markup logic is what keeps pricing explainable and fair across a list and, for groups, across venues. Ad-hoc markups create drift: the same wine ends up priced differently for no defensible reason, and margin becomes unpredictable. Rules-based markup, ideally banded by price tier, replaces guesswork with policy.
In a wine program, markup should respond automatically when costs change so prices never lag behind. Vinius applies markup ranges and tiered logic through its pricing engine, combined with rounding rules and VAT basis choices, so pricing is repeatable across bottle and glass contexts.
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