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How to choose wine: find your perfect match

Not sure how to pick wines you’re confident you’ll like? Often feel like you don’t ‘understand’ wine? Our brand-new Wine Finder tool makes choosing wines a whole lot easier, and more fun too. Take part in our Wine Finder’s quiz and get tailored recommendations to perfectly suit your taste.

Food Editor

Malou Herkes
red, white and rose wines

How to choose wine: what you need to know

Knowing which wine to choose can often be baffling. What does ‘full-bodied’ mean? What is a ‘long mineral finish’? Can wine really taste of strawberries? It might feel like you need a 24/7 personal sommelier on hand to help. If you’re left confused, you’re not the only one. A quarter of M&S customers have told us they spend more than 10 minutes deciding what to buy in the wine aisle. This is where our Wine Finder tool comes to the rescue, with simple questions that help to demystify the jargon and point you in the right direction, depending on your own personal taste.

Taste, taste, taste!

That’s enough of the theory – now for the practice. There’s no better way to discover new wines you love than to taste them yourself. Next time you’re in the mood for a new wine, use our Wine Finder as a starting point to help you think about the specific flavours you like, then use its personalised recommendations to get your next bottle. Note down what you thought of it and what you enjoyed about it to help inform your next Wine Finder quiz. Before you know it, choosing new wines will be a doddle, and a lot more enjoyable.

Published 2.21.2025