Buying wine shouldn’t feel like a gamble. But between the shiny labels, lofty tasting notes, and the occasional eye-watering price tag, it’s easy to walk into your local wine shop or supermarket and wonder if you’re actually getting a good deal—or just falling for clever marketing.

The good news? Finding a great bottle of wine at a friendly price isn’t rocket science. With a few tricks up your sleeve (and the confidence to look beyond the obvious), you can uncover some serious gems—without needing to remortgage your house. Here’s how.

1. Shop the Regions That Aren’t Trendy (Yet)

We all love a good Napa Cab or a Burgundy Chardonnay, but guess what? Everyone else does too—and the prices reflect that. Instead, look for lesser-known regions that produce wines with similar quality but a fraction of the hype.

Love Rioja? Try wines from Spain’s Jumilla or Bierzo. Big fan of Chablis? Look to Muscadet from the Loire Valley or Limoux from southern France. Argentine Malbec your go-to? Explore South Africa’s Swartland for similarly bold reds with structure and spice.

The key here is simple: go where the crowds aren’t. These regions often represent incredible value because they haven’t yet been Instagrammed into cult status.

2. Seek Out the “Second Labels”

Top producers often make premium flagship wines that sell for £50 and up—but they also produce more accessible bottles under a different label or sub-brand. These “second labels” use grapes from younger vines or less prestigious parcels, but are made by the same skilled hands.

A few examples: Château Lynch-Bages (a Bordeaux icon) has “Echo de Lynch-Bages.” Guigal’s everyday Côtes du Rhône is made with the same attention as their pricey Côte-Rôtie. And top Champagne houses often release non-vintage cuvées that carry the same DNA as their flagship bottles—for half the cost.

Keep an eye out for these alternate labels—they’re the wine world’s version of buying designer clothes at an outlet.

3. Ignore Fancy Labels (And Trust Boring Ones)

Wine packaging can be persuasive. Foil embossing, elegant fonts, and heritage crests all scream “quality”—but don’t let the looks fool you. Some of the best-value wines come in packaging that looks like it was designed on Microsoft Paint in 2002.

On the flip side, a very minimal label (think “White Wine” in Helvetica) can sometimes signal a low-intervention or small-producer wine with serious character.

The real trick is to flip the bottle around and read the back. Look for producer information, importer details, and any tasting or winemaking notes. The more transparency, the better. If the back label reads like a dating app profile (“bold yet sensitive, loves long walks on the beach”), it’s probably fluff.

4. Learn to Love the Grapes That Don’t Get the Hype

Some grapes get all the glory. Chardonnay, Cabernet Sauvignon, Pinot Noir—they’re the headliners. But just like in music, sometimes it’s the underrated backup singers that steal the show.

Look out for these under-the-radar varietals that often punch well above their weight:

Albariño – Crisp, citrusy, and usually under £15. Spain’s answer to Sauvignon Blanc.

Chenin Blanc – From South Africa or the Loire, it offers richness, acidity, and flexibility with food.

Cinsault – Often blended, but on its own, makes fresh, light reds perfect for chilling.

Nero d’Avola – Sicily’s signature grape, offering dark fruit and spice at bargain prices.

Monastrell (Mourvèdre) – Bold, earthy, and excellent value from southern Spain.

Being grape-agnostic opens up a whole new world of value. If it’s a name you don’t recognise, that’s often a good sign.

5. Don’t Dismiss the Supermarket Completely

Supermarkets get a bad rap among wine lovers, but they can be a goldmine—especially during promotions or seasonal rotations. The trick is knowing what to skip (the stuff with made-up names and fake medals) and what to zero in on.

Look for:

Wines labeled by producer or region, not invented brands.

Importers or distributors you recognise and trust.

“Buy now, drink now” styles—unoaked whites, young reds, and rosés tend to hold up better on retail shelves.

Limited-release seasonal wines, often introduced around holidays or major events, which can be overstocked and later discounted.

Also, don’t be afraid to read shelf talkers—but with a grain of salt. “Customer favourite” sometimes just means “we bought too much of it.”

6. Talk to the Staff (Yes, Really)

In a wine shop, this is your secret weapon. Most staff are there because they genuinely love wine, not because they want to upsell you into a bottle you can’t pronounce. Tell them what you’re cooking, what you normally like, and how much you want to spend. You’ll likely walk away with something more interesting—and better value—than whatever was at eye level.

Even at the supermarket, don’t overlook the staff in the wine aisle. They often know which wines just came in, which are moving fast, or which are going on promo next week.

7. Trust Your Own Palate, Not the Price Tag

It’s tempting to think that more expensive means better. But blind tastings repeatedly prove otherwise—many people actually prefer the taste of cheaper wines when price cues are removed.

So if you find a £9 Côtes du Rhône that makes you happy? That’s the right wine for you. Forget the label, forget the points, forget the pressure to pick “serious” bottles.

The best wine is the one you want to drink again.

Finding great value in your local wine shop or supermarket isn’t about cutting corners—it’s about getting smarter. Look beyond the big names, embrace the lesser-known grapes and regions, and don’t be swayed by marketing glitz. With a little curiosity and a dash of confidence, you’ll find bottles that overdeliver—and maybe even surprise you.

Because wine should be a pleasure, not a puzzle. And definitely not a pain in the wallet.