Christmas price battle gets underway with heavy discounts

The supermarket Christmas price war is already well underway as retailers have again chosen the BWS aisles as a key battleground to secure festive spend.

Popular mainstream spirit brands have been found offered at reduced prices across the UK, while swingeing discounts have already appeared on wine.

Asda has been selling six bottles of wines like Campo Viejo and Wolf Blass for £24 in store, which works out at £4 a bottle.

Campo Viejo has an rrp of £8, while Wolf Blass Red Label’s is £6, but they were reduced to £5 per bottle at Asda, with a further £1 lopped off the price if shoppers bought six bottles.

Competitive prices can also be found in most spirits categories.

Gordon’s gin is being sold at £15 in both Asda and Ocado, down from its standard £20 for one litre price tag.

These same two retailers, along with Morrisons, also had Tanqueray at £20 a litre, compared with £25 in Waitrose.

Meanwhile, Asda and Ocado also had a record low price of £15 for one litre of Captain Morgan Spiced Gold, which other retailers had at prices up to £22.

And this year it looks as if vodka will continue to be one of the hardest fought battles, with many brands marked at competitive prices.

Five supermarket retailers had one litre of Absolut at £20, down from £25, while the 70cl variant was at £15 in a lot of places, down from its standard £20 price.

Ciroc, usually £38 for 70cl, was found priced at £30 in four retailers (Asda, Morrisons, Tesco and Ocado).

Retailers have also been challenging each other with the price of Baileys, historically one of the brands that retailers like to offer the most competitive price on at Christmas.

On November 14, Asda and Tesco had a one-litre bottle of Baileys at £12, an £8 saving on the £20 pricetag found in Sainsbury’s.

Whisky is also seeing some price drops, although some brands have managed to escape so far.

Glenfiddich 12 year-old (70cl) could be found at £35 in Sainsbury’s and Tesco but £10 less at Asda, Morrisons, Waitrose and Amazon.  

Johnnie Walker Gold (70cl) could also be found with big price variations in different stores; currently Amazon and Tesco have the drink at £30 while Sainsbury’s and Waitrose are selling it at £44. 

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