A wine expert has revealed the 'flashy' bottles shoppers should always avoid when navigating the supermarket wine aisle. According to recent research, the average British person spends over 10 minutes deliberating over wine, with a quarter of Brits taking even longer. This adds up to more than 50 million hours wasted annually across the nation. The anxiety around choosing wine is so high that some people worry more about it than flying.
Why We Spend So Long in the Wine Aisle
Only one in five Brits has a decent grasp of wine terminology, and 35% of those under 45 admit to faking knowledge to appear more sophisticated. Over half of shoppers would appreciate expert guidance. Currently, six in 10 people buy wine based solely on the look of the packaging, including the bottle colour. The wine aisle is deliberately designed to keep shoppers browsing longer, but insiders share how to beat the system.
Hacking the Wine Aisle
Once upon a time, 'eye-level is buy-level' was the rule, with premium shelf space sold to big brands. However, Morrisons' Wine Buyer Emma Jenkins confirms this practice is now illegal, except for promotional end-of-aisle displays. The best deals are found on the top or bottom shelves. The bottom 'squat-zone' holds mass-market bottles alongside hidden gems from lesser-known regions like Portuguese reds, Greek whites, and Hungarian whites. The top 'reach-zone' features smaller-scale wines that buyers love but can't place at eye level.
M&S Senior Wine Buyer Joseph Arthur advises looking for lesser-known regions or varietals, such as their Found range with Ansonica, Kratosija, and Saperavi. Asda's Wine Sourcing Specialist Alex Kennedy echoes this, recommending Sicily, Greece, and Austria for excellent value. All three buyers suggest ditching big brands for supermarket own-label wines, which often offer better quality at a lower price.
Clues on the Label
Turn the bottle around and check the back label for the importer's name in tiny print. A detailed description mentioning region, vineyards, or altitude indicates a quality wine. If it just says 'smooth and easy-drinking', it's likely mass-produced. Look for Gold or Silver medal stickers from competitions like the IWSC. Avoid flashy labels; a dusty-looking bottle of Rioja with a traditional label often means the money went into the wine, not the branding.
Joseph Arthur notes that aged Rioja Gran Reserva remains one of the best value wines, often cheaper than younger, flashier options. By following these tips, shoppers can avoid the 10-minute wine aisle 'trance' and find excellent bottles without breaking the bank.
