Asda's £10 Champagne breaks into top five brands

22 January, 2014

Asda’s exclusive label Pierre Darcys Champagne fought its way into the UK’s five-bestselling Champagne brands over Christmas after the retailer slashed its price to £10.

Asda started selling the Champagne at £24.25 but then cut the price to £10 for most of the Christmas trading period.

Nielsen figures show Asda sold £7.8 million worth of Pierre Darcys in the 12 weeks to January 4.

This puts it ahead of brands like Piper-Heidsieck and Taittinger, despite being on sale in only one retailer.

Rivals followed suit and cut the prices of their exclusive label Champagnes to £10, but none sold as much as Asda.

The top five Champagne brands over Christmas are as follows:

1. Moet & Chandon £17.1m

2. Veuve Clicquot £12.3m

3. Lanson £11.2m

4. Heidsieck Monopole £10.2m

5. Pierre Darcy’s £7.8m

Nielsen figures show Asda sold £7.8 million worth of Pierre Darcys in the 12 weeks to January 4.

Overall volume sales of Champagne dropped 1.1% and value sales rose 3.2% over Christmas.

Nielsen analyst Helen Stares said: “Champagne remains the key product to be promoted over this period, with 71% of sales volume on deal, although promoted prices show an increase of 4%, in line with total BWS.”

Follow this link to read an OLN investigation on how supermarkets manage to sell Champagne for £10:

http://drinksretailingnews.co.uk/news/fullstory.php/aid/13887/Is_the_party_over_for_cheap_fizz_.html




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