If you haven't got the luxury of a decent independent merchant nearby who can offer a personal service and recommendations, buying the better quality wines while they are on a supermarket special offer is a good way to go.
While the major supermarkets like Tesco etc are starting to cut back on the over inflated RRPs for certain ranges which then spend 99% of the time on half price offers, it's still difficult to know when you're getting a real bargain with supermarket pricing. However, tried and tested by Purple Teeth, you can be sure you're onto a winner.
Hedonist Shiraz - current RRP is £13.99 at Waitrose. Now £10.99. MyWaitrose card holders get another 10% on top of discounts taking it down to sub £10 a bottle - a far more realistic proposition.
La Gitana Manzanilla - a GOLD medal winning wine at the International Wine Challenge is reduced from £10 (an already incredible price for a wine with a gold medal) to £8.50 for the full 75cl bottle. The 10% for MyWaitrose Card holders brings it down to £7.65.
Even more weirdly (even bigger saving): if you buy any 6 bottles of wine at a time, you still get the 5% discount in store, which is applied before the other savings take effect.
Unable to make sense of all of this? I bought 2 each of Hedonist and La Gitana, as well as 2 bottles of non-reduced Alsace Pinot Gris (RRP £9.99) and saved £8.85 at the till on the current wine prices. Sounds like a good time to stock up for Christmas to me...