A recent Nielsen market survey found that when it comes to wine, Brits’ brand loyalty is weak, with 79 percent of those surveyed reporting that they switch brands regularly and aren’t loyal to any one brand. The same study also found that British wine drinkers are among the most experimental. It seems as if a lot of that experimentation is happening at the bottom-bottom shelf, though, as British wine drinkers are scooping up and guzzling down crap costing under £3 (about US $4.50) like it’s nobody’s business.

Sales of wine costing between £1 and £3 are up 130 percent in Britain over the past year as supermarkets and discount shops duke it out for the lowest price point. Wines costing between £4 to £5 and £5 to £6, meanwhile, are both down 3 percent.