Because you can’t deposit a COGS percentage in the bank.
Stop pricing your wine list for COGS. Start pricing it for profit.
Request our complimentary Wine List Health Check and learn where you’re leaving money on the table, using the same frameworks we use to build programs for our clients.
Private and complimentary. A beverage strategist will follow up with you.
Want to review your own program? Sign up below to get our Wine List Health Check:
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Our clients typically see a 10 to 20% increase in sales within their first year.
Meet the team behind your review
Brad has spent more than 20 years in restaurants: on the floor, behind the bar, and in the wine cellar. He has led multi-million-dollar beverage programs for Major Food Group, including Carbone, Torrisi, THE GRILL, and ZZ’s Members Club. His work in curation, pricing, inventory control, and team training has consistently delivered double-digit gains in revenue and profit.
Brad Nugent, Founder
Patrick is a Boston University hospitality graduate who trained at Eleven Madison Park, worked with Major Food Group in New York and Florida, and was part of the opening team at THE GRILL. He designs the pricing models, sales frameworks, and training systems that let a beverage program perform consistently, shift after shift.
Patrick Wert, Founder
The Cecchi’s Story: Higher cost → More profit.
At Cecchi’s, the Red Burgundy program runs at roughly 40% cost of goods, which looks like a problem on paper. In practice, a $196 bottle leaves $117 in profit. Loire Valley White moved 52% more bottles at a lower cost percentage, yet Red Burgundy generated $2,091 more total profit on 33 fewer bottles.
$117
profit on a $196 bottle
$2,091
more profit on 33 fewer bottles
$89+
average profit per bottle across three years
“Guests notice when a list is priced fairly at the high end. That trust translates into orders.”
Brad Nugent, Founder
A bottle priced for momentum turns a table’s curiosity into a second bottle, and your bestsellers fund the memorable bottles your guests will talk about for years.
Your team pitches the list with confidence, and check averages and tips climb every month.
Guests plan their visits around your list, browsing online before they book.
You open your quarterly numbers and see profit per bottle rising—better known as cash in the bank—not just a tidy cost percentage.
Picture this:
Tell us about your restaurant. It takes less than a minute.
We review your wine list.
You receive your private analysis with quick wins, low-hanging fruit, and easy, low-cost ways to turn a greater profit from your list.
How it works:
Let us help you put your wine list to work.
See what your cellar could be earning.
Private and complimentary. No sales contracts required or strings attached.