Why a tenner for delivery?

Some merchants offer it free right? 

Firstly, it's never "free"; rather it is included in the price of the wine. We haven't entirely done that - unless you spend over £200.

Also, wine logistics via courier are a rather fraught business so we repack in fairly expensive boxes and pay a premium tariff for insured delivery and with an insistence on proof of age of the recipient signee.

We used to try and do the distance logistics on the cheap and it never really worked. False economy.