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. Twice the price, 12 times more on the wine.
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.
Check out the summary below for more on how the numbers add up.
It's 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.
But - big but - while informative, the 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 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.
* 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.
SUMMARY: Three factors that add up to the £11 bliss point
- Punitive tax. Duty and its mate VAT are blunt bruisers that punish those buying at the lower end. A flat duty rate of £2.16 per bottle, plus VAT, comes to £3.08 in just tax on the £5.50 bottle. That’s 56% tax. (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.)
- 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.
- 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!