You could/can get wicked deals at Safeway/Sobeys liquor with AirMiles. Most weeks they'll have a $15(worth of Airmiles) if you spend $150, or $25 for spending $200. If you combine that with their 10% off buying 6+ bottles of wine plus sale prices, I could often get prices on wines that beat Costco by a pretty big margin. (basically net 25%ish off the sale price) Plus I just redeem the airmiles on the purchases themselves in cash, so not like I'm saving up for some useless airfryer or something.
I'm a frugal wine drinker / alcoholic
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