Asda outperforms Champagne rivals

21 January, 2011

Asda claims its festive Champagne offers gave it the edge over its competitors.

Nielsen data for the four-week Christmas trading period shows that Asda outperformed its supermarket rivals by 32% in terms of Champagne sales growth.

Asda said this was down to “sourcing prices with maximum efficiency from its supply base”, citing the £9.87 offer for Pierre Darcy’s Champagne Brut NV as an example. It claimed this was the lowest price available on Champagne in the multiple grocers.

“Our phenomenal performance across the Champagne category is due to the fact that our competitors ran Champagne deals primarily over single weekends, while we maintained them across the entire Christmas and New Year period,” said Asda Champagne buyer Emma Edgell.

“We ran a wide range of market-leading offers throughout November and December across Asda brand Champagne, exclusive labels such as Dubois-Caron Brut and popular names such as Lanson and Piper-Heidsieck.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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