How Much Should You Spend on a Bottle of Wine?

There’s always that moment of quiet panic when you’re handed a wine list or even just staring at the shelves of a supermarket. The bottles range from €5 to €500, and unless you moonlight as a sommelier, you’re left asking the universal question: how much should I spend on a bottle of wine?

We’ve all been there. Cheap wines can taste like something you’d rather clean your windows with (except in Portugal, where €5 buys you a decent wine for your meal). Expensive wines, meanwhile, can sometimes feel like an emperor with no clothes - an intimidating price tag with only a marginal upgrade in taste.

So, how much should a good bottle of wine cost? Let’s break it down.

Why Wine Costs What It Does

Wine pricing isn’t arbitrary. Every bottle reflects land, labor, and the long journey from vine to glass.

• Land: Prime vineyard real estate doesn’t come cheap. A hectare in Burgundy can cost millions, while in parts of Chile, you can still buy land for the price of a Paris apartment bathroom. That difference inevitably shows up on the shelf.

• Labor: Hand-harvesting steep slopes in the Mosel is a far cry from machine-harvested flat vineyards in Australia. Labor-intensive wines—especially those made in regions where manual work is the only option—will always cost more.

• Production Costs: Barrels, tanks, corks, bottles, labels—all of it adds up. A producer who ages wine in new French oak barrels is basically burning through euros. (Those barrels can cost €800–€1,000 each.)

• Cash Flow: Here’s the unsexy part. Wineries often sit on wine for years before releasing it—think Barolo or Rioja. During that time, they still need to pay staff, maintain vineyards, and keep the lights on. You’re not just paying for the wine—you’re paying for the patience it took to produce it.

Why the Same Wine Costs Different Prices

You’ve probably noticed: a Pinot Noir from Burgundy costs a fortune, while a Pinot Noir from Chile is a weeknight bargain. Same grape, wildly different pricing. Why?

• Region Average: Certain names carry weight (and higher price tags). Burgundy, Napa, Barolo, Champagne—they all have reputations that inflate prices.

• Brand Premium: Just like fashion labels, some wineries charge more because they can. Big names have waiting lists, critics on speed dial, and collectors willing to pay for prestige.

• Production Scale: Small, artisanal producers making 5,000 bottles a year don’t have economies of scale. Their per-bottle costs are higher, and so is the price. On the flip side, large producers who churn out millions of bottles can keep prices low without compromising too much on quality.

How Much Should You Actually Spend on a Bottle of Wine?

Here’s the bottom line: quality and price do correlate, but not it's not linear. After a certain point, you’re paying for rarity, story, and brand rather than a guaranteed leap in quality.

• Daily Consumption Wines (€7–15*): This is the sweet spot for weeknight drinking. You’ll find plenty of solid, well-made wines here, especially if you stick to value regions like Portugal, Spain, South of France, parts of Italy, South America. But please vvoid going too cheap. Under €5 in most countries, and you’re probably sipping headache-in-a-bottle territory.

• Wines for Appreciation (€20–35): This is where you start finding bottles with more complexity and personality. Perfect for dinners with friends, small celebrations, or when you want to drink something you’ll actually remember tomorrow. Cru Beaujolais, Etna Rosso, Jura white, amphora aged orange wine or a good Oregon Pinot.

• Special Bottles (€50+): Beyond this point, you’re often paying for reputation, small production, aging potential or collectible value. The wine will likely be excellent—but so will many at half the price. If you’re curious and want to splurge occasionally, go for it. But don’t feel like you have to in order to drink well.

And remember: prices depend hugely on where you live. A €15 bottle in France might cost $25 in New York, simply because of import taxes, shipping, and distributor markups.

*price in wine shops and major EU-based ecommerce sites. VAT included.

The Best Value for Money Wine

Here’s the good news: the world is full of value if you know where to look. A €10 Alentejo from Portugal, a €12 Zweigelt from Austria, a €15 Loire Valley Chenin Blanc from France these can all be outstanding wines that taste far above their price.

Pro tip: instead of obsessing over “what is a good price for a bottle of wine,” focus on regions known for overdelivering. Portugal, Spain, Austria, New Zealand, Chile, Argentina, and lesser-known regions like Loire Valley, Rheinhessen, Languedoc are gold mines for best value for money wines.

My Take

Personally, I'm way past my label drinking phase (yes, guilty）. I drink wine because it’s delicious, unique, and endlessly surprising. For me, the €12–20 range is where everyday drinking turns into memorable drinking.

So next time you’re staring at the wine list, don’t panic. Think of your budget, what you feel like drinking, and where the wine is from. Spend just enough to avoid the bottom shelf, and remember wine is meant to be enjoyed, not stressed over.

💡 Want more tips on finding value wines? Follow me, share this post, or drop me a comment—I’ll happily write another guide with my go-to “steal” bottles.