Buying wine from a supermarket might seem convenient, but it often means settling for something far less interesting or rewarding than what you could find elsewhere. Most supermarket wines are mass-produced to appeal to a wide audience, which usually results in very generic flavours. These wines are rarely reflective of any particular place or style – they’re designed to be consistent and easy-drinking, not exciting or complex.

Value for money is another issue. Supermarkets love to advertise big discounts, like a £10 bottle “reduced” to £6, but the original price is often inflated, and the wine itself may only be worth the discounted amount (if that). A large chunk of what you pay goes toward marketing and shelf placement rather than the wine in the bottle.

You also have less transparency with what's actually in supermarket wines. Many of them include higher levels of sulphites, additives, and flavour adjustments like added sugar or oak chips to create a fuller taste. While not necessarily harmful, it means you're not getting a wine that’s been made with much care or intention – just one engineered to taste okay to as many people as possible.

Another drawback is the lack of proper guidance. Supermarkets rarely have staff who really know wine, so you’re left to guess what you’ll like based on a label or a vague description. There’s no one to ask about what food it goes with, what the winemaker is known for, or what else you might enjoy if you liked a particular bottle.

Lastly, there’s the matter of ethics and sustainability. Independent merchants and smaller wine clubs often work directly with small producers who focus on quality, sustainability, and fair labour practices. Supermarket wine producers, on the other hand, are often huge operations where scale and margin come first.

All of this means that if you’re buying wine for more than just a quick drink – if you care about flavour, story, quality, or just getting more for your money – the supermarket probably isn’t the best place to shop. You’ll have a much better experience going through a specialist, a wine club, or even ordering directly from a vineyard.

You take the quiz which then defines your wine story, depending on your preferences. We then make suggestions of wines that will suite your palette and you have the opportunity to purchase your first case of wine at a discounted rate, along with the options to subscribe. 

Yes you have the option to swap out bottles from your suggested case.

Not at all! Our club is designed for everyone, from wine lovers to total beginners.

It's free to join, you only pay for the wines delivered (and you can still accumulate points.)