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Supermarket wine offers exposed

Are supermarket wine sales too good to be true?

Supermarket wine

Which? found that wine that’s regularly on offer in the supermarket isn’t always worth the full price. Only 1 out of the 10 wines we tasted would have been worth buying when not on offer.

Only Hardys Stamp of Australia Shiraz Cabernet Sauvignon was good value when it was full price, at £6.49. Our expert estimated its cost as £6.99.

Our wine taster, expert Charles Metcalfe, blind-tasted a white and red wine from the top five selling brands in the UK – Blossom Hill, First Cape, Ernest & Julio Gallo, Hardys and Lindemans – and estimated what they should cost. 

We compared this estimated price against the price of these wines at Asda, Morrison’s, Ocado, Sainsbury’s, Tesco and Waitrose from January to December 2010*.

Wine offers exposed

First Cape First Selection Shiraz Cabernet Sauvignon was £8.99 at full price but at other times was on a three for £10 offer. Our expert estimated this wine to cost £4.99.

Hardys Chardonnay at full price costs £7.98 but was on offer for three for £10, less than half price. Our expert estimated the cost of this wine as £5.99.

Best wines

Our top tasting wines were Hardys Stamp of Australia Shiraz Cabernet Sauvignon and Lindemans Winemakers Release Chardonnay.

Which? found that these branded wines were on offer for around a third of the year. Which? food and drink expert Shefalee Loth said: ‘When they are on offer these wines represent good value, but at full price we’d generally give them a miss’.

If you want to find out which wine clubs are best, members can check out our full article. Not a member? You can  sign up to Which? for as little as £1 per month for the first three months.

Join the debate 

Do you always buy wines on offer? Do you think they’re good value? Join the debate at Which? Conversation ‘When is supermarket wine worth its full price?’

*Data from mysupermarket.com

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