What is a standard export pricing margin per bottle when selling to importers ex works?

There is no fixed standard margin for ex-works export pricing to importers; the margin depends on several factors and should be worked backwards from retail selling price (RSP) and in-market wholesale prices.

**Key factors to consider:** - **Margin baseline** — Members typically work with around 60% margin, though this varies significantly by customer type and channel - **A&P reinvestment** — Budget 30–40% of margin back into advertising and promotion, particularly when selling through distributors - **Customer type** — Margins differ depending on whether you're selling to a distributor or direct to retailer; retailer sales will depend on proposed marketing investment expected from them - **Competitive positioning** — Understand your competitive set and the full value chain before setting price; work backwards from RSP and/or in-market wholesale price rather than forwards from cost - **Minimum threshold** — Ensure the margin is sufficient to support your brand investment, especially in new markets

**Approach:** Rather than applying a standard percentage, map out the full value chain, understand what competitors charge at each tier, and ensure your ex-works price leaves enough headroom for distributor/retailer margin while allowing you to fund brand support adequately.