Master of Wine reveals why we’re paying too much for wine at Christmas

New research has revealed the extent to which Brits are overspending on what they assume is good quality wine at Christmas. The study found that consumers think they have to pay an average of £17.69 for a bottle of wine they think is good quality, which Master of Wine Richard Bampfield says is far too much, and means that Brits in total are paying millions of pounds over the odds every year at Christmas (according to ONS data there are an estimated 33 million wine drinkers in the UK). Furthermore, the survey found that more than half (51%) of Brits admit they’ve paid too much for ‘good quality’ wine, and more than half (57%) have regretted paying for what they assumed was ‘good quality’ wine, only to be disappointed once they opened it.

The research – by supermarket chain Lidl – also investigated the reasons why consumers felt inclined to avoid ‘lower cost’ wine at Christmas and go for a ‘good quality’ bottle instead. 42% of those polled said they wouldn’t buy a ‘lower cost’ bottle because they don’t think it will taste as nice, while over a quarter (26%) felt embarrassed giving it to a friend or family member. 27% said they would avoid ‘lower cost’ wine because they don’t want to be seen as ‘stingy’ or ‘tight’ and 21% also think it will give them a bad hangover or headache the next day.

Aston spoke to the Master of Wine himself Richard Bampfield to discuss the research and also recommend the best cost-effective wines for the festive season.

Photo by Jeff Siepman on Unsplash