Fair Pricing Policy

A smarter way to buy wine

By partnering directly with our producers and cutting all the industry middlemen, we give you access to much better wines for your budget.

A wine bottle sold by supermarkets and large wine merchants can touch around 100 people on its way to you. By sourcing it directly and trimming down the process, we can offer better quality wines to you and fairer rates for the winemakers. Everyone gets a better deal!

At Wanderlust, our mission is to discover and share the amazing work of lesser-known and smaller winemakers from all over the world.  We don’t play pricing games but instead make better wines more accessible.

Wanderlust Wine team meeting a producer at at a winery

The Industry Scheme

The traditional wine distribution model relies on a great deal of middlemen, leaving very little to the smaller producers.

Wine industry distribution tiers

It’s estimated that in a large scale operation, around 100 people ‘touch’ the wine on its way from harvest to glass. As more people are involved in the process, the traditional distribution model makes the wines more expensive by the time it reaches the shelves of supermarkets and large wine merchants.

The Wanderlust Way

We reduce the number of people involved in bringing the wine from the vineyards to your door and can offer a better price.

Wanderlust wine sourcing directly

Wanderlust Wine’s direct sourcing approach means that we can shorten the supply chain. You’ll notice that our wines start around the £9 mark, with an average bottle price between £12-15. This reflects the higher quality of the product, as well as the lower yields and increased costs of production associated with artisan wine.

Common industry practices we stand against

We work with smaller producers in a collaborative partnership rather than through a commercial way of working with contracts and penalties.


Sometimes, the contracts that large retailers ask producers to sign can be really hurtful. The discounts that you see on the shelves can sometimes be charged back to the suppliers to that they take a loss on some promotions. On top of this if you were to complain about your wine to the supermarket – for example, if it was corked, or didn’t live up to expectations – these returns can be passed on along with penalties, often £50 per complaint.

We are able to have an honest conversation with our producers and they simply replace the wine if it’s faulty. If you don’t like a wine that you’ve bought, we try our best to appease you and replace it with something you’ll love!


Here’s a common pricing example that you might see at a supermarket or wine merchant: a wine is shown on the shelf for £14.99. A week later the price is offered at a 25% discount for £11.25, and you might even get an extra 5% off if you buy 6 bottles. Consumers think they’re getting a great deal and stock up. What’s actually happening here though is that wine that should retail at £10 is inflated to £14.99. These ‘deals’ are rotated with discounts that bring the cost down on occasion so that it looks like a bargain. Here’s an example of this: Vivino was offering old stock of one our wines for 20% off at £18.99. On Wanderlust’s website, it sold for for £18.33 full price. This is a good illustration of mark-up-discount-down which masks the actual real value of the wine.

At Wanderlust, we don’t play pricing games and we don’t pretend that we’re giving you discounts when they’re not real in the first place. That is a core part of our ethos – transparency and keeping it fair and simple.

Gobelet Vineyards at Beaucastel