Some high-profile members of the trade have hit back against supermarkets’ cut-price wine deals, which they brand “cynical and misleading”.

Under the Twitter hashtag #wineripoff, users started naming and shaming some of the half price deals by posting photographs on the social network.

The Guardian’s wine critic Fiona Beckett, who was instrumental in getting the debate going on Twitter, told Harpers that often “the scale of reductions was deeply misleading”.

She said it “wasn’t that the offers weren’t worth snapping up”, but that the original prices advertised were too high.

Independent wine merchants have been quick to get involved and Beckett said she could understand their “indignation” over inflated prices. “Consumers don’t get to drink as well as they might, they’re being misled, and independents are being threatened.”

Château Bauduc owner Gavin Quinney tweeted: “Nothing wrong with discounts, Brits obsessed with deals. It’s the utter porkies about ‘List price’ that’s wrong.”

Former head of wine at Sainsbury’s and industry consultant Allan Cheesman tweeted: “Love the #wineripoff thingy! About time too consumers realise the dubious value of these! Sorry I started the whole process 15 years ago!”

Meanwhile @OxWineCoOxShop added: “A lot of these problems can be solved by better education and communication! The trade NEEDS to reach out much more than it does #wineripoff.”

One offer posted was Sainsbury’s Mondelli Pinot Grigio, on a three-for-£12 deal, normally £9.99. The price of Tesco’s Ogio Pink Zinfandel, at £10.39, was slated by Beckett, @winematcher: “Since when was pink zin £10.39? #Tesco.”

A Sainsbury’s spokeswoman said: “All of our deals are based on wines that are on sale at the full price for at least 28 days before they are discounted.

“The example that has been tweeted is incorrect as this wine is actually £7.99, the point of sale shown is out of date.

“We believe that our customers get good value for all of our wines at the full price but of course, they get a really great deal when they buy on promotion.”