Many UK supermarkets frequently offer periods where all wines priced £5 or £6 and over are subject to a 25% discount. Historically, these promotions occurred only once a year, typically in Autumn to coincide with the release of new vintages. However, they now align with significant holiday periods throughout the year, providing regular opportunities to stock up on supermarket wine at reduced prices.
If you usually buy from supermarkets, it is a good strategy to make most of your wine purchases during these sales, but it’s worth shopping around. Some discounts might not be as enticing as they seem, and certain wines may be available elsewhere at comparable prices, even outside of these promotional periods.
The wine industry has mixed views on these frequent 25% off offers. Some sceptics argue that the discounts may already be factored into the pricing structure, meaning customers could be paying more during non-sale periods. I believe the best deals are often at the extremes of the price range.
Wines normally priced at £6 to £7 often approach cost price or less during these promotions. If these wines are of high quality, see my recommended picks, they can be exceptional bargains. Asda provides the best pickings at this low end.
At the higher end, 25% off tends to offer substantial savings. These wines are less likely to be bulk bottled or white-labelled, often matching the standard pricing of exactly the same wine found from non-supermarket sources. When combined with the 25% discount, they can represent genuine savings. Waitrose, and more recently Tesco, seem to offer the the best opportunities for 25% discounts on such premium wines.
The mid-range wines, often bulk bottled and white-labelled by supermarkets, can be harder to evaluate in terms of true value. Their worth is subjective and largely depends on your personal taste.
Another category is wines is those that are effectively double-discounted during these periods, offering some of the best savings available in percentage terms. These deals can be fleeting and I believe, in a few rare cases, are mistakes as 25% kicks in and a previous discount needs to be turned off. With so many wines, it’s difficult for supermarkets to update the discounts. You can use my free service, WinePick, to identify such opportunities.
I also keep this site and social media channels updated with news of current 25% off promotions, helping you make the most of these offers.
