price structure ?

[marshall]

What is the price structure for a beverage that will retail for $1.99

I have been told the classic model is;

Retail to consumer- $1.99 per bottle = $47.76 per case.
Retailer will want about 50% mark-up or to purchase from Distributor for $32.00 per case.

Distributor will want to purchase from bottler for $28.80 a case.

How does this match up with real word numbers ?
Also what happens when a master distributor step is added to the equation ?

[marshall]

Ooops, intended to say real world numbers.

and that the $28.80 price to distributor includes shipping.

[pdxbevman]

Retailers want minimum 30%, some even get 40%. Don't know any distributor that would work off the 10% you use as an example. dist needs to be 25% minimum plus free pos and samples.

[World Beverage]

Dist will pay anywhere from $22 to $24 a case plus free POS and samples a turn around and sell it for $32.

[marshall]

Thank you for your responses.
A previous company I was associated with did have distributors that bought a beverage intended to retial for $1.99, at a price of $28.80 per case and then resold them for $32.
I knew there side arrangements to allow such a margin but I was unaware of the terms of the agreement.

I am now getting ready to strike out on my own and what it boils down to is if if the beverage is intended to retail for $1.99 each, what should the cost to the distributors be to allow for a good margin at each step.

Right now I get the idea it should be about $25.
Am I wrong ?