Britain is 'dumbing down' as a wine nation as many of us refuse to pay over £6 for a bottle, research says.
The study, carried out by drinks specialist Harpers, also claims that only one in three Britons can't a single grape variety.
Some 80 per cent of all wine sold in the UK costs less than £6, and just seven per cent of us are willing to part with more than £10.
Reasons for this shift in popularity to cheaper wines includes the five year cost of living squeeze and evidence to suggest that the nation genuinely prefers them to exclusive vintage wines.
A study found that eight in ten people preferred wine costing £4.99 to a similar bottle costing £19.99.
Jeremy Rockett, marketing director at Spanish-owned wine distributor Gonzalez Byass, said: "You go into a supermarket and there’s a wall of products that all look broadly the same."
"There are 900 glass bottles of similar size and shape, but different countries, different grape types – many you’ve never heard of – all with different prices . Where do you start as a young person? It’s really, really hard."