We typically spend £9 on a bottle of wine for ourselves but £12.50 when hosting to impress guests with pricier plonk, a survey suggests.
A poll of 2,000 wine drinkers found that 44 per cent splash out when hosting at Christmas, with this rising to 56 per cent when gifting to someone else.
Three-quarters spend more when they want to celebrate a special occasion and 35 per cent do so if they are keen to impress their guests.
However, 23 per cent of those polled admit they find buying wine a stressful experience – with 51 per cent of these claiming there are too many options.
And 46 per cent don't know how to identify a good bottle from a bad one, whereas 32 per cent are simply bewildered by wine jargon.
The research was commissioned by Lidl GB, to mark the return of its Chateaux Noir events, which are designed to democratise wine and challenge preconceptions about etiquette through a tasting experience in total darkness.
The sensory events will see the supermarket take on major drinks brands as it aims to dispel the belief that drinkers need to blow the bank to enjoy quality booze.
The survey also found that 51 per cent of wine drinkers tend to stick to what they know and 49 per cent choose a bottle based on where it comes from.
Whereas 45 per cent will default to whatever is on offer, 23 per cent have a 'go-to' bottle and 18 per cent will opt for whatever label they like the look of.
However, 24 per cent wish they knew more about wine – with nearly a third saying they would experiment with different wines if they knew more about them.
But while many are keen to experiment, there are some rules they will not follow. For 43 per cent, they are happy to serve white with a dish that isn't fish, while 39 per cent will drink rosé all year round.
Many don't mind if their bottle is corked or a screwtop (37 per cent), and 35 per cent will drink champagne from any glass, not just a flute. Some 30 per cent will pop a few ice cubes into their glass on a warm day.
In fact, 31 per cent find 'wine etiquette' snobbish, with just 8 per cent believing that following traditional 'rules' enhances their enjoyment.
The events will be hosted by Lidl GB's master of wine, Richard Bampfield, and will see guests enter a 'palate-cleansing tunnel' before a blackout wine-tasting room.
Mr Bampfield said: 'At Chateaux Noir, not only do we want to challenge preconceptions about affordable wine and prove to customers that great taste isn't determined by premium-branded price tags but also to open people's minds and challenge what they think they know already about wine.
'So, if you think you're a strictly red drinker, think again. We'll reveal how similar flavour profiles can carry across different categories that you might never have otherwise considered.
'This Christmas, Chateaux Noir is encouraging shoppers to rip up the rule book and start experimenting. Ultimately, there is no 'right' or 'wrong' way to drink wine. If you love it, then that's all that matters.'
Over-18s can secure tickets for the Chateaux Noir events, which will take place in London, Glasgow and Liverpool in November, at http://bit.ly/lidl-chateaux-noir, with all proceeds going to the NSPCC.