Cheap wine embarrasses pricey brands once again

Expensive doesn't mean it's always best.

Everyone loves a good underdog and it seems a $6 bottle of private-label wine sold through Coles supermarkets has once again shamed international and Aussie powerhouse labels by taking home a coveted “double gold” medal. 

At less than one-hundredth the cost of the prominent 2012 Penfolds Grange, those who fancy themselves wine connoisseurs are most likely having quiet albeit heated discussions about the upset. 

But it’s great news for money conscious wine drinkers as the result proves the growing strength and quality of supermarket wines. 

The latest victory for the winning cheap wine is a near repeat of last year’s surprising win by an even cheaper bottle of Coles wine. 

The $5 bottle was chosen by a panel of experts, including Wolf Blass, from a field of 10,000 and was named best wine under $20. 

When news of the trophy awarded to Coles’s Big & Bold Shiraz 2015 broke, it immediately sold out. 

Ad. Article continues below.


The latest win for the $6 St Andrews Cabernet Sauvignon 2016 was unanimous from judges at the Melbourne International Wine Competition.

It is sold exclusively by Liquorland, First Choice and Vintage Cellars, the liquor banner groups owned by Coles.

Liquorland exclusive wines won a further eight medals at the show, including one gold, two silver and five bronze medals.

Does price factor in when you buy wine? 


Important information: The information provided on this website is of a general nature and for information purposes only. It does not take into account your objectives, financial situation or needs. It is not financial product advice and must not be relied upon as such. Before making any financial decision you should determine whether the information is appropriate in terms of your particular circumstances and seek advice from an independent licensed financial services professional.