Why a Bottle of Wine Costs More in a Restaurant Than in a Supermarket

Have you ever looked at a restaurant’s wine list and thought, “I can buy this bottle for way less in the supermarket”?

It’s a common thought. Many people assume that restaurants get wine at super cheap wholesale prices and then add a massive markup. But the reality? Restaurants don’t get wine as cheaply as supermarkets, and they’re not overpricing it just for profit.

Let’s break down why restaurant wine pricing is different, what factors go into the cost, and why that extra price tag is about much more than just the bottle.

Restaurants vs. Supermarkets: Why We Can’t Compete on Price

Supermarkets have huge buying power. They order wine in massive quantities—thousands of bottles at a time—allowing them to negotiate incredibly low prices from suppliers.

Restaurants, on the other hand, work with specialist wine suppliers and buy in small batches. This means:

• They pay higher prices per bottle than supermarkets.

• They focus on quality and uniqueness, not just price.

• They select wines that pair well with their food menu, often choosing wines you can’t easily find in supermarkets.

In other words, restaurants aren’t trying to sell you a bottle you could grab at your local shop. They carefully curate a selection that enhances your dining experience.

What About VAT? Doesn’t That Make It Cheaper for Restaurants?

A lot of people assume that because businesses can claim VAT back, it makes their wine cheaper. But that’s not how it works.

• Restaurants still pay VAT on the wine they buy.

• The VAT can be deducted from the VAT they owe to the government, but it doesn’t make the product itself cheaper.

• That VAT deduction doesn’t go into their pocket—it goes straight to their tax bill.

So while businesses get a tax adjustment, it doesn’t mean they’re paying less for the wine itself.

Why Does a Bottle Cost More in a Restaurant?

When you buy a bottle of wine at a supermarket, you’re just paying for the wine. But when you buy it at a restaurant, you’re paying for everything that makes your experience enjoyable.

Here’s what that extra cost covers:

• Wages – The staff who pour your wine, check on your table, and create a great dining experience.

• Rent & Utilities – Restaurants have fixed overheads that supermarkets don’t deal with in the same way. The rent for a high-street venue is far higher than a warehouse storing supermarket wine.

• Glassware & Service – Wine isn’t just served in the bottle. You get proper glassware, perfect temperature control, and knowledgeable recommendations.

• Storage & Spoilage – Restaurants need the right conditions to store wine properly. And if a bottle goes bad? That’s a cost the restaurant has to absorb.

• Losses & Waste – Unlike supermarkets, restaurants sell wine by the glass as well as by the bottle. This means they take on the risk of partially used bottles going to waste.

So when you see a bottle priced higher than in a supermarket, it’s not just about profit—it’s about covering the cost of running a full-service hospitality venue.

Why It’s Worth It

Ordering wine in a restaurant isn’t about just buying a bottle—it’s about the full experience.

• You’re getting a curated selection of wines chosen to complement the menu.

• You don’t have to worry about storing, chilling, or serving it properly—that’s all done for you.

• The atmosphere, the service, and the expertise all add value that goes beyond the bottle itself.

The Bottom Line

The next time you’re in a restaurant and see a bottle priced higher than in a shop, remember—you’re not just paying for the wine. You’re paying for the service, the setting, the staff, and everything that makes the dining experience special.

Without that markup, many restaurants wouldn’t be able to stay open.

What do you think? Have you ever worked in hospitality and seen how wine pricing works behind the scenes? Let’s talk in the comments!

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