For some time now we have all shown our appreciation for quality and sustainability when it comes to food products, and we have done so by choosing to pay more. Yet when it comes to wine, still too many Brits are fixed on the idea of buying cheap. It`s why the supermarkets and multiple drinks retailers cash in on the discount culture; they know we all like a bargain, so they mark up to mark down. And it`s why the average price we pay for a bottle of wine in our country is still under £6, despite the exorbitant taxes we pay. The reality, that you get what you pay for, has never been more apparent to me. In simple terms, it comes down to the fixed costs: the glass, the label, the transport, tax on wine, and VAT. All in, this comes to an average £4.75 per bottle, currently, so for a £5 bottle just 25p is for the liquid. This is not sustainable. Someone in the chain, usually the producer, is losing money. I covered this subject in a previous article about a year ago, making an appeal on behalf of the word`s wine producers. But my main point today is a different one: The fact is we are doing ourselves no favours buying wine cheap, or rather, buying cheap wine, because it is not good value. Because of the fixed costs, paying even a little more gives you a much bigger return on your investment. You get “more buck for your money!” My recommendation is to pay between £10 and £20 per bottle. At this level it`s a win, win, for everyone, right across the supply line, and to you, the consumer, most of all. If the pockets are not deep, drink less. I bet you will find you sleep better. Those chemical imbued bottles you throw into your trolley are not good for you. Instead, look to a wine`s provenance; buy craft; and I promise you will be rewarded millionfold.