This is an old thread but just some clarification since my wife's dad owned a bar/pub.
If you are running a good business typically the food cost is 30%, so if you order a pizza for $12 the price it costs them is $3.6.
For alcohol: Beer is typically a 65% markup, where as hard liquor & wine is in the 75-85% range.
Package/Liquor stores typically don't make to much money off of beer sales, most of their money comes from hard liquor and wine.
Perfect Pour is on the expensive side, but you are paying for the variety.