I know what wine I like but it took me a little while to be able to decipher the marketing material. So I have bought a few cases that I didn't like, but returning the wine is cheerfully accepted by great customer service people. They say all their wine is fantastic, but price is still an indicator of quality. It's just that the Vinomofo price is very, very good. I now limit myself to buying wine that has at least 95 Halliday points, and I'm getting that wine for somewhere between 50% to 75% less than I would pay for equivalent quality wine. I might not always recognise the brand (but often do), but I do recognise the quality. I like drinking good wine, not paying for good marketing of well known brands. While the brands are real, they may not be available at cellar doors or bottle shops. I'm now a big fan of one brand, Saloman wines, that I could only otherwise buy in Austria or Switzerland, despite being a South Aussie wine. The price for the quality is ridiculous. As a regular customer, I now have my own personal Vinomofo rep, who rings me when he has a wine he thinks I'll like. Michael C, you're a legend! I now buy all my wine from Vinomofo, other than the occasional bottle bought while winetasting, more as a leisure activity than a shopping experience.