to think this advert is dreadful?

[StealthPolarBear]

Am I missing a subtlety or does this just say "our wine is a giant rip-off"?

I'd be asking what precisely they define as 'wine'!

It could do with some graphics to illustrate their point more clearly:

I though everyone knew this about wine pricing?

I'll gladly take 16p of Torro Locco from Aldi any time - infact it's less as it's £3:99

I also like £10+ Naked wine wines as well but I have no time for wine snobbery - to busy drinking it

It's only good wine if you like it? I'm happy enough with Echo Falls.

I didn't know this. But that advert does not make ne want to buy wine!

I have heard of this before.

I think it's saying all wine is a rip off but ours is significantly less so

It's not saying that at all. I think it is good as it goes to show that all wine has the same amount of fixed costs. The more you pay for wine the more the more can be spent on the quality of the liquid. I honestly think that the Tesco Finest Soave and Malbec are the best value for money wines out there and I'd happily pay a bit more for them.

That was helpful Olivia, thanks

More genuine thanks to Storm for the helpful graphic! I get it now.