The wife and I have flown F/J on several airlines. Not being 'wine connisseurs' we have no recollection of what the wine was like on any of the flights to be honest. I suspect BA recognises only a small percentage of customers will choose which airline to fly based on the price of the wine they serve. So instead of splashing out on paying well known wine experts - who for all we know might also be getting a cut from the wine companies - they have chosen to keep the overall price of their tickets down in order to compete.