Markup & Suggested Price
How PourCost flips the pour cost formula around to tell you what to charge to hit your goal.
Updated October 2, 2026
Pour cost answers "what's my percentage on this drink." Suggested price answers "what should I charge so my percentage hits the goal." Same formula, solved for the other number.
Markup
How much you raise the price over cost, as a multiple or a percentage. A $2 cost sold at $10 is a 5x markup, or 400%.
Suggested Price
The Menu Price that lands a drink exactly on its pour cost goal.
The math
Suggested price equals cost divided by your goal. A $2 cocktail cost at a 20% goal gives $2 divided by 0.20, which is $10. A $4 cost at the same goal gives $20.
Where you'll see it
- Building a cocktail: the Menu Price field fills in the suggested price until you type your own.
- On a cocktail's Numbers tab: when the drink is off its goal, a Suggested Price shows up with an Apply button.
- On an ingredient: a suggested price per pour, based on its category goal.
- In the Quick Calculator: drag the Pour Cost slider and the Suggested Price follows.
Rounding and floors
Nobody prints $11.37 on a menu. In Settings → Calculations you can round suggested prices up to the next $0.25, $0.50, or $1, and set a minimum cocktail price and minimum spirit pour price so cheap builds don't get suggested at a price you'd never charge.
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