As the cost-of-living crisis continues to impact consumers worldwide, many wine buyers are turning to more affordable alternatives that deliver comparable quality to higher-priced brands. Steep increases in alcohol duties, taxes, VAT, and logistics expenses have driven up the price of many wines, prompting supermarkets and producers to offer own-brand wines designed to rival well-known labels. These substitutes, often referred to as wine “dupes,” frequently match or even surpass the taste and quality of their pricier counterparts.
A recent blind tasting of popular wines and their alternatives highlights several budget-friendly options available in UK supermarkets. Among these, the Aldi-exclusive Sainte Victoire Côtes de Provence Rosé was identified as an outstanding stand-in for the £19-£23 Whispering Angel rosé sold at Waitrose. Sainte Victoire, sourced from a specific sub-appellation within Côtes de Provence, demonstrated authentic Provencal characteristics including mineral freshness and balanced peach and strawberry notes. The wine is marketed at less than half the price of Whispering Angel, making it a competitive option for consumers seeking quality rosé at a lower cost.
Asda’s Screaming Devil rosé, priced at £13.99, was also noted for its crisp freshness, although it exhibited less fruity intensity than Whispering Angel. This product represents Asda’s own attempt to emulate the style of popular premium rosé wines with a distinctly sharper profile.
In the category of Portuguese red wines, Tesco’s Porta 6, costing around £9, offers bramble, wild strawberry, and dark chocolate flavors and is known for its value. Aldi’s Animus Douro, priced at £6.69, proved an impressive alternative with a richer, more complex taste profile incorporating red berries, currants, fruitcake, and spice. Originating from the Douro region, the same area known for Port production, this wine was described as big yet silky, making it well-suited for barbecues or hearty meals. Lidl’s Torre de Ferro Reserva Dão, offered at £7.99, was also recommended as a powerful red blend using local Portuguese grape varieties, though less silky in texture.
Among sweeter red wines, Morrisons stocks Jam Shed, a simple, sweet Australian Shiraz priced at £8.50. Its counterpart, Casillero del Diablo Jammy Red Devil, also £8.50 and sold by the same retailer, blends Shiraz with Carmenère, lending additional leafiness and drinkability. This Chilean wine was noted as a higher-quality option within the same price range.
The growing popularity of these supermarket-created wines underscores a broader trend in consumer behavior influenced by economic pressures and changing preferences. While not every dupe perfectly replicates the original, many succeed in offering an enjoyable and affordable alternative, allowing consumers to maintain wine purchases without compromising on taste or quality.