Find one that knows his range and visit/talk to him regularly and he should be able to point you in the right direction. I've always found the language used to describe wine outside of expert to expert to be too imprecise, and rely on comparison too much, to be useful. A retailer however will be able to pick up from you trying X and not liking it and trying Y and liking it, that Z is a good next purchase to try.
https://en.wikipedia.org/wiki/Charles_Shaw_wine
It makes for great fun during blind wine tastings, too!
[0]: http://www.medicaldaily.com/trader-joes-2-buck-chuck-and-oth...
"Fancy" is a dangerous preference in wine, though! Wine does get better in the $20-$30 range, because some wines cost more to produce. (oak, late harvest, estate-grown, old vines, some varietals, etc.)
I'll also mention you want European Riesling - the bottles from New Zealand/Australia can tend to have a slight petrol taste to them.
In Alsace we also have Edelzwicker. Those are "vins d'assemblage", ie blended wine. They can be both great and cheap. You'll have to sample a few of them as quality and taste can vary quite a lot.
One of my favorite is the Klevener d'Heiligenstein, there's a Wikipedia article about it in English (Wikipedia never cease to amaze me !): https://en.wikipedia.org/wiki/Klevener_de_Heiligenstein
I always go get a few bottles when I visit my family, at a local producer who has an organic winery. The price varies depending on several factors but the cheapest ones are about 5-6€ a bottle and they're great.
You might also be able to find a $10 Chianti Classico. That will give you more structure which will make the wine feel a bit more "refined".
Also check out Cotes du Rhone reds. These will often be cheaper than the more famous regions in France but share a lot of the "refined" characteristics of their more well known counterparts. One of the best wines I've had recently was Cotes du Rhone (sorry, didn't get a pic of the label) and held up favorably to a Burgundy I had brought (to the lunch) at 4x the price.
Echoing what someone else wrote here, find a local wine seller. Wine is such a complex topic you really need someone to point you in the right direction. Wine is also a great way to meet interesting people. A local wine seller is a good place to start.
An alternative is to return the wine to the store for a refund. I have only ever done this a few times when the wine was very obviously faulty.
The most interesting faulty wine I have ever had was one where the wine ruined my taste buds such that every wine that I tasted after that on the night tasted terrible (it did this for my wife too). I opened about a half dozen bottles of wine over a few hours to see how long this effect lasted - it lasted the night, but luckly by the next day everything was back to normal. I almost wished I had bought up more bottles of this wine to give to my enemies :)
If you are in Australia (like me) then have a look at the Wine section of my blog [1]. I try to write about all the good wines I find.
The Valle Dell'Acate is one I think is great. http://m.wine-searcher.com/find/valle+dell+acate+frappato+vi...
I can vouch for all of their reds - Malbec, Cabernet, Carmenere....even their Merlot is a decent thing.
One note though- they run $10-15 where I'm at- which makes sense given the conversion between USD and GBP. I'm pretty sure the user asking is from the US. So a bit more expensive than they're hoping for. Edit: Those taxes are crazy btw, I think in my state it's 5% on wine.
Heh....you and me both. I'm a real fan of South American wine.
My pal, who was an employee of Oddbins (now defunct but was decent high street off-license [liquor and wine store]) had the good fortune of winning a works-paid ten day trip to Chile and Argentina to visit Concha y Toro's winerys (and some other producers). Back then they also used sell these other fab wines under the "Wine Maker's Lot" label which is what got me hooked on Chilean wines.
More info: https://www.rabbitridgewinery.com/red-wines.html
My wife and I are members of their winery in Paso Robles, California and always really enjoy their wine. I consider them a great value (which is true of Paso in general).