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Will your pricing survive retail?

You're making good margin selling direct. But when retailers and wholesalers take their cut, what's actually left for you?

1
My product
Duty rates vary by product type and ABV. This affects what's left after the taxman.
%
ml
Duty rate: £32.79 per LPA = £9.18 per unit
2
Your DTC business today
What you're selling for and what it costs you to make.
£
£
You sell for £36.00
Less VAT −£6.00
Less Duty −£9.18
Less your costs −£8.50
Your DTC margin £12.32 (41%)
3
The retail shelf price
What will this product sell for in a shop? Usually close to your DTC price — sometimes less.
£
4
Channel margins
What the retailer and wholesaler take. These vary by channel — adjust if you know the deal.
%
%
5
Where the money actually goes
Everyone takes their cut before you see a penny.
Retail shelf price
£36.00
− VAT (20%)
−£6.00
− Retailer margin (35%)
−£10.50
− Duty
−£9.18
= Price to wholesaler
£10.32
− Wholesaler margin (15%)
−£1.55
= What you receive
£8.77
− Your COGS
−£8.50
= Your margin
£0.27
6
The margin drop
Selling direct
£12.32
per unit margin
−97%
Selling through retail
£0.27
per unit margin
You'll need 46× the volume to make the same profit
This calculator doesn't include:
📋
Listing fees
Upfront costs to get on shelf — often £5k–£50k+ per retailer
🏷️
Promo contributions
Ongoing discounts and promotional funding that erode margin further
⏱️
Payment terms
60–90 day terms mean you fund stock long before you're paid
📦
Volume commitments
Minimum orders and fill rates that affect your cash flow
We help brands model the full picture before making the leap.
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