"In general, the industry standard is that the cost of the drink for the establishment should be between 20% and 30% of the price it charges a customer. Bottled water, soda and tea all have dramatically higher markups than beer, wine, and liquor. Some food products are also a better deal for restaurants. Potatoes, for example, can be marked up by a multiple of 100%, and pizza up to 800% markup." http://www.fool.com/investing/general/2014/11/15/the-real-markup-on-your-bar-tab-revealed.aspx