For the record, I'd MUCH, MUCH rather patron a good dive bar. Also, it's not just the clubs that survive based on alcohol sales, it's the restaurants too. Food costs are WAY higher than beverage costs and fluctuate much more frequently and unpredictably. The most profitable (percentage wise) thing on most menus is either coffee or iced tea. The most profitable dollar wise is usually wine. The restaurant I managed (back in the day) used a very straight forward pricing strategy: take the cost of the bottle x 2 + 5. That meant a bottle that cost $10 would retail for $25. -This is actually a pretty reasonable pricing system too. Alcohol is king in the restaurant world. Which is why a good bartender is a very, very valuable thing. Any restauranteur worth his salt, treats his best bartenders like the profit generating kings/queens that they are.