We have discounted a number of our wines during the pub closures to what seems to be an important price point. The big boys I believe call this "category management".
I hate 99s in the shop because of the faff and that they were allegedly introduced to stop staff stealing money (OMG). On here it makes no odds and our corporate cousins have kind of conditioned everyone to see £6.99 it as "much less than seven quid".
Anyhoo, we can turn some cash by making really decent wines available at this price just now. When profit kicks back in as a reason to trade, they'll vanish.......