the bottle cost was $690 for a 750ml, and i should be able to get around sixteen 1-dram pours out of that. so our cost per serving = $43.13, divided by a pour cost of 45% = $96 retail. this means that, for every dollar we earn on that bottle, $0.45 of liquor is consumed. that's an embarrassing, pitiful margin for any liquor, but i can't justify a pour cost of 20% in my dive because that would put the pour at $215 retail.