A vast majority of wines sold globally remain within the budget-friendly price bracket, with only a small fraction exceeding £10 per bottle at retail. In the UK, data from Nielsen reveals that in 2023, just 4% of wines sold through major retailers were priced above £10. In the United States, approximately 75% of wines retail for under US$12, while the European Union continues to offer even lower prices for everyday consumption.
As inflation continues to erode disposable incomes across many markets, consumer interest in affordable wines is expected to grow. In response to this trend, The Drinks Business has launched a new category within its Global Masters series in 2025, focused specifically on wines priced under £10.
The judging panel for this new competition approached the task with a blend of curiosity and caution, recognizing that many on the team do not regularly sample wines in this price range. One member, an experienced buyer of entry-level wines, provided critical guidance. He emphasized the importance of assessing the wines with “dispassion and realism,” looking for vibrant fruit, freshness, cleanliness, and varietal typicity without expecting the complexity found in premium-tier wines.
Rather than benchmarking against elite, high-priced examples, judges sought accessible, well-made wines that could represent good value and quality for the everyday consumer. The competition yielded a wide spectrum of medal-winning wines, with entries earning Bronze, Silver, and Gold distinctions—many surpassing expectations.
Sparkling Wine Shines Below £10
Though often associated with higher price tags, sparkling wines under £10 proved surprisingly enjoyable. Notably, Jaume Serra from Catalunya earned Gold medals for both its Bouquet Brut and Bouquet Semi Seco Cavas, demonstrating that effervescence and elegance need not come at a premium.
Dry Whites Dominate
Dry white wines emerged as the strongest category in the competition. A diverse selection of varietals and blends showcased bright, attractive profiles and mass appeal. Mainstream grapes like Chardonnay, Sauvignon Blanc, and Chenin Blanc performed well, alongside lesser-known varieties such as Albariño/Alvarinho and Viognier.
Most of the standout wines came from New World producers—Chile, Australia, New Zealand, and South Africa—though Old World nations like Portugal and Italy also impressed. The standout white, awarded the Grand Master distinction, was Cono Sur’s Bicicleta Viognier from Chile.
Rosé and Reds Offer Mixed Results
Rosé entries were limited but notable. Viña Santa Rita’s 120 Reserva Especial Rosé achieved Gold, while the only non-alcoholic wine in the competition—Oh My Baie from Languedoc-Roussillon—secured a Silver.
Red wines delivered mixed outcomes. While some unoaked reds were deemed palatable, they were occasionally criticized for lacking depth. Oaked reds, however, fared better. Gold medals were awarded to Viña Santa Carolina Cabernet Sauvignon, Carpineto’s Tuscan Sangiovese-Cabernet Sauvignon blend, Gordon Ramsay’s Intenso Rosso from Italy, and Pata Negra Toro Roble from Castilla y León.
Sugar and Balance in Focus
There was some concern among judges regarding residual sugar, particularly its potential to disrupt balance. In white wines, sweetness was often countered by vibrant fruit and acidity. Dry reds generally showed no significant sweetness issues, instead offering a harmonious balance of ripe fruit, fresh acidity, and supple tannins.
Although these wines may not reach the heights of complexity or concentration found in top-tier examples, the competition revealed a range of charming, fruit-forward wines that deliver satisfaction and value. The event underscored the strong potential of sub-£10 wines in meeting consumer demand for quality at an accessible price point.
The inaugural edition of this new Global Masters category marked a promising start, setting the stage for continued exploration and recognition of value-driven wines in future competitions.
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