Tuesday, 30 June 2009

When a Discount Isn't a Discount

This month I feel obliged to warn you about highly misleading ‘discounts’ in the UK wine market.  The classic example is the ‘half-price’ offers that appear in most supermarkets, most of the time.  Typically we’re looking at a wine that is advertised as half price, down from £10 to £5.  Now you might think that’s a great deal and if the wine were worth £10 it would be.  The trouble is that the wine is worth £5 and not a penny more.