Sainsburys

It could have been the cheap Pinot Grigio. It could have been all the talk about boring Super Tuscans. Or maybe it was growing up in Munich where everyone who wanted to be trendy drank Italian wine and annoyed the heck out of me with their cheap Prosecco talk. Whatever the reason, I don't tend to look to Italy when it comes to buying wine. Now, it has been established that I am a cool climate sucker and a certified acid hound, but a country with such a great wine tradition and amazing range of grape varieties and regions should have something to offer that I like.

Well, it does - and even more shockingly I found it in a supermarket.

Supermarkets are fascinating. They are evil, they are convenient, they are uniform, they are where we shop. Not all of us, not all of the time, but still often enough that the big chains have a turnover that dwarfs the GDP of many a country. And, despite what wine critics with their writings about hand-crafted wines from family-run vineyards sold by independent shops will make you believe, supermarkets are also where most people get their wine from - about 80% of the UK retail market. This means that if you want to reach the average wine consumer or if you want to understand what or how they buy, supermarkets are the place to go.

So every once in a while I venture into a supermarket and buy whatever German wine I find. If you have followed my supermarket wine exploits you will know that at times this has led to dangerous self-experimentation, and often to disappointment. Is today's wine any different?

Recently, I have had a lot of cheap, in fact very cheap supermarket wine. As this experience wasn't always enjoyable, I set out to find an affordable wine available on the mass market that I could like, to show it can be done. Remembering some pleasant encounters with wines from the Chilean Cono Sur estate, I grabbed a bottle of their Pinot Noir, sold at £6.49. What can you expect from such a wine?

Making good Pinot Noir is not cheap, and if you consider taxes and duties in the UK this is a very low price. Certainly the cheapest I remember seeing around for a while.

Looking back over the wines I have enjoyed over the past few months it was an impressive range of delightfulness and excellent quality. Despite having spent quite a bit on wine I think it was worth every penny, but I was also reminded not to forget to explore what is available on the cheaper end of the market. So during a recent visit to Sainsburys I grabbed a random bottle of relatively inexpensive German wine to set my experiences in perspective.

Mind you, there are people out there for whom £4.99 for a bottle of wine is anything but cheap. However, if you consider that around half of the price goes to the government (tax, excise duty etc.) and quite a bit to the retailer (and that does not even take into account the cost of shipping etc.) then you realise that such a wine has to be produced very cheaply indeed to be commercially viable. Too cheaply?

Over the years, we have tasted a wide sample of German wines (though still so much more to explore!). However, my German wine experience is very different from that of most people here in the UK or across the globe. While we mostly drink wine from smaller, family owned vineyards, the UK especially downs the likes of Liebfraumilch by the gallon. So it was high time to get in touch with my inner mainstream drinker and get one of those iconic Black Tower bottles you can see in most British supermarkets.

Black Tower claims to be Germany's most widely exported wine brand, in fact, it may very well be Germany's best selling wine globally - it certainly is in the UK. Reh-Kendermann, who own Black Tower, spent a lot on the brand, particularly researching the design.

In my quest to find interesting German and Austrian wines in UK supermarkets, I recently came across an excellent Austrian Grüner Veltliner, sold in Sainsbury's 'taste the difference' range. I love Grüner, especially with food, and this wine had the added benefit of being made by a well known Austrian winemaker, Markus Huber. When I saw that the 2009 vintage hit the shelves, I had to grab a bottle to see if it would be as good as the 2008.