The assumption is almost universal: Prosecco is cheaper to buy, therefore better for the bottom line. Run that logic past the actual revenue data from a well-run programme and it falls apart quickly.
The Margin Misconception
Operators look at wholesale price and see Prosecco at significantly less per bottle than entry-level Champagne. They assume lower input cost means better margin percentage. This is the wrong calculation.
Margin in hospitality is not only about percentage. It is about absolute profit per transaction.
| Metric | Prosecco | Entry Champagne |
|---|---|---|
| Wholesale cost (index) | 1x | ~3x |
| Typical menu price (index) | 1x | ~2.5–3x |
| Gross margin % | ~68% | ~65–68% |
| Absolute gross profit per bottle | Lower | Significantly higher |
| Table spend uplift | Baseline | +18–25% |
The margin percentage is nearly identical. But the absolute profit per bottle is substantially higher with Champagne. And critically — the table that orders Champagne spends more across every other category that evening.
The Halo Effect
This is the part most operators miss entirely. A table that opens with Champagne is in a different mindset. They order better food, are more receptive to wine recommendations with the main course, and the overall average spend increases. Across every programme I have built — from London hotel dining rooms to Bangkok premium restaurants — tables that begin with Champagne have a consistently higher average spend than tables that begin with Prosecco or still wine.
"The bottle at the start of the meal sets the tone for everything that follows."
Where Prosecco Genuinely Wins
At high-volume, casual venues where guests want a single affordable glass, Prosecco is the correct call. But even here, operators who add one accessible Champagne by-the-glass option find it outsells expectations because guests perceive the upgrade as achievable luxury. The price gap between a Prosecco and a Champagne by-the-glass, framed correctly, is rarely the barrier operators assume it to be.
What to Do With This
Stop treating Champagne as a special occasion drink. Position one by-the-glass option accessibly and train your team to recommend it as the natural opening to a meal. Price it to move, not to impress. The margin difference compounds quickly — and the effect on the rest of the table's spend makes it one of the highest-ROI changes you can make to a wine programme.
Want a full margin analysis of your sparkling wine programme? That's one of the first things I review in any audit.
Book a Consultation →