The Marquee Method™ : Properly Price Your Cocktails
A Practical Pricing Guide for Bars, Restaurants & Hospitality Operators
Most bars don’t lose money because their drinks are bad —they lose money because their pricing is off.
This concise, no-nonsense guide walks you through exactly how to price cocktails correctly, using the same logic professional operators and consultants rely on to protect margins, increase profitability, and maintain guest trust.
This is not theory and not a generic pricing blog post.
It’s a step-by-step, operator-tested framework you can apply immediately.
Inside this guide, you’ll learn how to:
• Calculate true cost per cocktail (incl. spirits, mixers, garnishes, prep, and ice)
• Set a realistic target COGS percentage based on your operation
• Price drinks for profit without killing sales
• Avoid common pricing mistakes that quietly drain revenue
• Use rounding and pricing psychology to keep menus clean and intentional
• Sanity-check pricing against your market and menu positioning
You’ll also get clear examples and formulas so you can plug in your own numbers and make confident pricing decisions — without guessing or copying competitors blindly.
Who this is for:
• Bar owners & operators
• Restaurant owners with beverage programs
• Hotel bars & lounges
• Beverage directors and managers
If you’ve ever wondered whether your cocktails are actually pulling their weight on the P&L — this guide gives you clarity fast.
Clarity always comes first.
If this evaluation reveals deeper structural issues and you’d like to connect, Marquee Hospitality Consulting is available to help you determine the next step.