U.S. wine price calculator
What would your wine sell for in the United States?
Enter your bottle price and see where it lands on the shelf. We’ll email you the full breakdown and what your winery makes, in Excel.
Adjust markups (optional)
Your bottle’s journey
Estimate based on a standard Argentina–Florida shipment. Actual costs vary by origin, volume and port.
Why does the price climb so much?
In the U.S., wine can’t go straight from the winery to the store: the law requires three tiers, and each one adds its markup.
Importer
Brings the wine in and sells it to the distributor. With Hubly, the importer of record is Buenavida Imports and that markup doesn’t go to a third party.
Distributor
Holds the license to sell to stores and restaurants. In Florida, your winery can also sell directly to stores.
Store or restaurant
Sells to the consumer.
Get your full breakdown + Excel
Straight to your inbox: every step of the price and what your winery makes selling to distributors or directly to Florida stores, with 3 scenarios in an Excel you can edit. Free.
Want to sell in the U.S.?
Answer a few questions and we’ll tell you where to start.
Find your way in →How the price of an imported wine is built in the U.S.
The shelf price is the cost of landing the wine in Florida plus each tier’s markup. An example with a USD 6 bottle at the winery (FOB price):
- Winery FOB price: USD 6.00 per bottle.
- Freight, customs and warehouse: USD 1.45. Landed cost in Florida: USD 7.45.
- Importer markup (30%): distributor price of USD 9.69.
- Distributor markup (40%), plus Florida tax and logistics (USD 1.35): price to the store of USD 14.91.
- Store markup (50%): shelf price of USD 22.36, shown in store as USD 22.99. On a restaurant menu it would list at about USD 44.73.
Rule of thumb: a USD 4 to 8 FOB wine reaches Florida shelves at about 3.5 to 4 times that price. And with Hubly, the importer markup (USD 2.24 in this example) doesn’t go to a third party: it adds to your winery’s result.
Questions
How do I calculate my wine’s U.S. shelf price?
Start from your FOB price per bottle and add freight, customs and warehouse: that’s your landed cost in Florida. Then apply the importer markup, the distributor markup (plus Florida tax and logistics) and the store markup. The calculator does it for you and emails you the full breakdown in Excel.
What is the three-tier system?
It’s the rule that wine must go through an importer, a licensed distributor and a retailer (store or restaurant) before reaching the consumer. Each tier adds its markup.
What markup does each tier add?
As a market reference we use 30% for the importer, 40% for the distributor and 50% for the store, always on cost. You can adjust them in the calculator.
Why markup and not margin?
Because the percentage is applied on cost. A 50% markup equals a 33% margin on the selling price.
Where does my winery gain with Hubly?
The importer markup doesn’t go to a third party: it adds to your result. If you also sell directly to Florida stores, the distributor markup adds up too. The Excel shows both channels after Hubly’s commission.
How accurate is it?
It’s an estimate based on a standard Argentina–Florida shipment, using reference costs per bottle: freight USD 0.70, customs USD 0.30, warehouse USD 0.45, Florida tax USD 0.45 and logistics USD 0.90. Actual costs vary by origin, volume and port; you can adjust them in the Excel.
What is the winery (FOB) price?
The price per bottle you sell your wine for, ready to ship in your country. It doesn’t include freight to the U.S.
What about selling outside Florida?
Shipping to other states is quoted separately. Write to us and we’ll work it out with you.