It might be hard to swallow for wine lovers who see price as a sign of quality.
But research shows a cheaper bottle of plonk can be rated more highly than an expensive brand – if it has a picture of a French chateau on the label.
In a new study consumers ranked a £7 bottle of Errazuriz Estate Pinot Noir, sold by Waitrose, featuring a picture of a chateau, as more premium than a £95 bottle of Clos Apalta 2013, sold by the Vivino website, with a plain label.

Oxford University and Aldi supermarket chain conducted a joint study that involved wine tastings by 53 people and an online survey with more than 2000 drinkers.
They also preferred a £6.49 bottle of wine to one costing £36.99 during a blind taste test.
Oxford University and Aldi supermarket chain conducted a joint study that involved wine tastings by 53 people and an online survey with more than 2000 drinkers.
During the blind test, in which wines were smelt, tasted and rated, the £6.49 bottle of Aldi Australian Cabernet Sauvignon scored seven out of ten, but the £36.99 Majestic Escarpment ‘Pahi’ Pinot Noir got just five.
Consumers said they would be willing to pay an average of £9.97 for the cheaper bottle compared to £7.77 for the more expensive brand.

A majority of consumers said that they’d pay nearly 40% more to buy wine from heavy bottles than a lighter one.
The study found that a picture of a chateau on the label is most likely to convince shoppers the wine is premium quality – along with a heavier bottle.
A majority of consumers said that they’d pay nearly 40% more to buy wine from heavy bottles than if it was light.
25% believed that wine with a cork rather than a screw top was a sign of high quality.
Julie Ashfield, of Aldi UK, said that shoppers should ‘never judge a bottle of wine by its price’.