Bliss point wines: when value and quality get it together. These are the numbers you need to know

In this post, we reveal our quality-value bliss point (ooh er!) - and give you the numbers behind the shelf prices. We’ve also picked out a couple of rip-roaring recommendations from our rounds at recent trade tastings: wines you should try that set the benchmark for quality and value.

Value exists at all price levels. Expensive wine is worth it if it blows your face off with its beauty and charm. If it doesn’t, it’s bad value. Simple.

But it’s much more of a minefield at the cheaper end of the scale, where most of us buy our wine. The average price of a bottle bought in the UK is still under £6 - around £5.50-£5.60 according to various surveys - which tells us where the real volume in the market lies.

Disproportionately squeezed

Naturally it’s at this price point that supermarkets and discounters focus their immense purchasing power, squeezing suppliers to maintain retail margin. They’re businesses. You can’t blame them, but you can consider the numbers behind the pricing and the very real pressure on the cost of wine production.

Because here’s the rub: the cost of glass, cork, transport, storage and alcohol duty remain fairly constant in every bottle of wine. Margin and VAT grow proportionately to the price. Which only leaves the cost of the wine in the bottle: the one variable that can be disproportionately squeezed.


Don’t get me wrong, there are times when a bottle of £5 plonk is the right thing. Uni years would certainly have been a lot less jolly without Sainsbury's "House".

But to illustrate the effect of the squeeze, I’ve had C&B’s crack team of designers draw up these diagrams.* They compare the typical cost of the wine in a £5.50 bottle to the wine an £11 bottle:

  £5.50 v £11: proportional costs (ish)

£5.50 v £11: proportional costs (ish)

In the £5.50 bottle, the amount spent on the wine is around 29p. In the £11 bottle, the amount spent on the wine is around £3.61. That’s 12 times more. Double the price, times the amount spent on the actual wine by 12.

To put it another way: in the cheaper bottle, the proportion spent on the actual wine is the liquid in the bottleneck. For the £11 one, it’s a about a third of the bottle.

Whichever way you put it, it's exponential.


Ask the question: what’s the point at which value and quality really start to get it on? We think it’s around £11. 

Here are the five reasons that make this add up:

  1. Duty. Duty is currently a flat £2.16 on every bottle of normal still wine bought in the UK.

  2. VAT. What’s more, you pay VAT on duty. So add 20% VAT to the duty and you get £2.59 in cost before you’ve even started thinking about the wine. You also pay VAT on the wine, so add another 56p for the £5.50 bottle. We’re already at £3.15 just in tax.

  3. Punitive tax. That’s 56% tax on a £5.50 bottle of wine. Duty and its mate VAT are blunt bruisers that punish those buying at the lower end. To get political: we believe in tax, but not flat, regressive taxes which mean that people who can't spend more are taxed a higher proportion of income for the privilege of consuming inferior products.

  4. Bliss. At £11, tax makes up 36% of the bottle. This means the £11 bottle comprises about third in tax, a third in cost of sale, and a third on the wine. The tipping point of bliss.

  5. More? Of course the more you spend beyond £11, the smaller proportion goes on tax and other costs, and the more goes on wine. Hurrah!

It is around the £10-12 mark that wine merchants can start to offer premium wines at a fair price. Certain good-hearted producers, too, are keen to help them stick around it, mitigating the dire effect of weakened currency on UK buyers with sensible discounts they can pass on to consumers. Wines at this price point sell in good quantities. So you'll often find wines which could be more expensive held at this price level to encourage volume.

big but

But - big but - while informative, numbers don't say everything. Expensive wine doesn't mean good wine; there's also some bloody good sub-£6 plonk out there. The bliss-point premise depends wholly on honest wine merchants making the most of the delicate tipping point in cost and price. An unscrupulously sold £11 bottle is always going to be a far worse prospect than Sainsbo’s five-quid Beaujo.** 

Our ultimate advice is to buy from someone you trust, who cares about quality, price and their suppliers. The supermarkets do care about quality. Don’t let any of our indie merchant friends fool you. But they can throw their weight around with producers, who take the often unsustainable hit on wine price. 

The key is to find balance. There are times when you want mass-market trash. We all do. And it's a bugbear of ours that independents aren't better at cheap wines. We don't always want boutique bottles sold by a hipster with a beard and a bulging conscience. But if you're looking for truly premium wines at the sparest price, seek out good indies and blissful bottles. 

To taste what we mean, check out our picks of the month below.

Will x


* I didn’t really, you TOTAL loon. I did them all by myself! So, while tax rates are accurate, other figures approximate typical retail costing. Proportions are by eye.

** Because Sainsbury's was the supermarket in my university town, I know with a passionate intimacy, and still love, their "House" range. Other basics ranges are available for your own nostalgia purposes.



wines of the month: C&B Bliss point picks

baron de badassière picpoul de pinet


kaiken cabernet sauvignon clásico


Celebrating a year of C&B

To mark a year since we decided to jump into the world of C&B, Will and I wanted to highlight a few of the people that have helped us along the way. We feel very lucky to have the support of these wonderful humans! 


Luca and Rosy, Two Spoons

These two are a real bundle of joy. We love our meetings with them, and their endless enthusiasm and encouragement. Luca kicks us off with his fabulous cocktails, while Rosy cooks up a storm. We love their sense of adventure, and look forward to seeing what they both rustle up for our next tasting.

Kat Waters

One sunny January afternoon, we got some photogenic pals together in a room with us and some wines. The results are many of the pictures you see on our website, taken by our friend Kat. She truly captured the joy of the afternoon. Find out more at


Christian Denereaz

We first met Christian back in May at our very first event at Two Spoons. He's an Honor Oak local and our most avid taster. Christian brings his eccentric charm to all of our tastings, where we catch up about his allotment and his motorbike. Cheers, Christian!

Assorted Housemates

To James, Ella, Ali, Emily, Adam and Natalie. Thanks for putting up with us commandeering our shared spaces with our noise, glasses and vintage TV watching. You're all gems.



Our lovely tasters

We couldn't do any of this without you people filling our tastings with raucous laughter and joy. 


Thanks all! Looking forward to the next year.

Jo x

Behind the scenes at C&B

CB bottles

As you know, because you’re here, C&B do monthly tastings and private wine events. Pretty different affairs but they share something in their conception: the flavour and feel have to be right for the occasion. Basically, that just means the right wines, nice polished glasses and a lovely room to drink them in. Simple really, Goldilocks.

As we approach our one-year anniversary next month (scream!) we thought we’d share a little glimpse of what has become, so far, the beating heart of C&B behind the scenes. 

Choosing the wines

We’ve got no time for wine snobs, and no time for inverted sneering at expensive booze either. To fit the bill, a wine just has to be a) good and b) feel right for the occasion. 

For our barbecue event a few weeks back, this meant having some fun fizz. Ca di Alte’s cheerful Prosecco frizzante was a sub-£10 joy to kick things off, before pouring Charles Heidsieck's decadent NV champagne (RRP £47). Something for drinking in the park with a disposable barbie, something to swank with at a garden party.

The still wines that followed were all about showing you can drink well for way below a tenner: classy southern French roses, cheap Portuguese over-performers. But also that sometimes it’s worth splashing on something spenny. Michel Richaud’s incredible, brambly, low-intervention Cotes du Rhone is a hefty £22 but by far one of the most loved wines we’ve shown this year.

Terre de Galets NEW.jpg

Jo and I spend gruelling afternoons and evenings tasting a huge variety of wines. It is a burden, but eventually we whittle our portfolio down to the things we really love ourselves. These are the wines we bring to tastings.

The dirty back office bit

By the time we’re in front of a group of lovely tasters, we’ve done a load of vile and dirty things so you don’t have to! A veritable panoply of joys, but my three favourites, without doubt:

 Jo, loving it

Jo, loving it

  1. Licensing! When we host at home with you, and for some reason your house isn’t licensed for the on-premises consumption of alcohol, we have to make sure we’re above board. Enter the magnificent Temporary Event Notice! A piece of paper from the council that means we’re not signing ourselves up for a spell in her majesty’s finest. It’s a pain but actually very easy, nothing to fear. And who doesn’t love a little bureaucracy to make the wine taste all the sweeter?
  2. Monthly ops meetings! At the beginning of each month we get together to look at the enormous sums of money we’ve made :/  We review what’s been wonderful and not so wonderful. The final agenda point is - stick with me - emotional wellness: do we hate each other yet? If no, we eat something extravagant and have a few bottles to celebrate. If yes, dunno yet - AOB?
  3. Glass polishing! Oh glass polishing, how do I love thee. 1am, post tasting, 120 dirty glasses to wash and polish before the fruit flies emerge. Nothing finer than a couple of hours spent reflecting, washing, digestif-ing, polishing. Ready for the next C&B outing. 

I’m actually kind of serious about the glass polishing. And so’s Jo. We really feel there’s something lovely about the graft behind the innocent fun and boozing. Which is why we do it.

Catch you soon

Will x

Clement & Black summer faves (so far)

It’s no secret that we’re professionally thirsty, so it won’t surprise you to learn we'll only show wines if we’ve checked - and double checked - their worth. We’ve shown some absolutely stonking wines at our recent tastings, so we thought it would only be right to share the cream of the crop. They're all available to buy from us - get in touch via the form below if you'd like to place an order.

Vignerons de Valençay, Sauvignon Blanc 2016, Vin de Pays du Val de Loire, France

What’s the story?

Sauvignon Blanc in its home land: the Loire Valley. Made by France’s smallest co-operative, an outfit of two good friends, Sebastian Vaillant and Damien Bossier, making it close to our hearts. Their vineyards have a mixture of flinty and clay/stone soils.

What does it taste like?

The always-aromatic Sauvignon Blanc grape expresses its mineral and herbaceous side in its homeland. The minerality comes from the flinty soils, while the clay soils add body and fruit character.

RRP £9.99 / C&B price £8.99






Domaine Richaud, Terre de Galets 2015, Côtes du Rhône, France

What’s the story?

Marcel Richaud is a Southern eccentric. This wine is classified as generic Côtes du Rhône because he chooses to blend grapes from what could be big-name appellations. He works as if making fine Burgundy: judicious ripening, gentle extraction, little oak. “Galets”, the big stones which soak up heat and ripen the famous Chateauneuf grapes, provide a clue to quality.

What does it taste like?

Dusty, late summer berries and sunbaked herbs. Carried by a delicate acidity and bronzed muscularity. Lovably capricious, now brooding and spicy, now lifted and sprightly. A happy, delicious, characterful wine

RRP £16.99 / C&B price £15.29




Innocent Bystander, Moscato 2016, Yarra Valley, Victoria, Australia

What’s the story?

We couldn’t finish our summer wine tastings without this classic, and it's gone down a storm every time. Innocent Bystander is one of the Yarra’s best producers, and the one to beat for value in the region. The sweetness of this wine comes directly from the grapes, the juice is fermented under pressure, then chilled so that the yeast can’t work. Filter that yeast out and you get this beaut.

What does it taste like?

Sweet, fresh red berries, sherbet, fizz. Loved this since first sip, it’s pure frothy fun!

RRP £9.99 / C&B price £8.99





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C&B Monthly Wine Tastings in Honor Oak Park

We're chuffed to announce that the wonderful Two Spoons have asked us to collaborate on monthly wine tastings. We've really admired Two Spoons' ethos since they opened earlier this year, and are delighted to be partnering with a like-minded independent business that is rooted in the local community.

We had an absolute ball doing our first tasting on 25th May. Vibrant summer flavours from across the globe, stonking locally-sourced food and a truly joyful atmosphere. 

Come along!

Clement & Black tastings are chatty, informal affairs. Each month we'll pick a topic, and promise to deliver great wines, fresh food and entertainment. Good times, not lectures!

Upcoming dates:

29th June: New World vs Old World

27th July: Top BBQ Wines

24th/31st August (TBC): C&B/Two Spoons social