Morrisons is selling bottles of I Heart wine for £4 apiece in a bid to drive shoppers into its stores on Black Friday.

The retailer has already begun the Christmas price war on the front foot by selling litre bottles of Diageo spirits for £16.

Captain Morgan’s, Smirnoff, Bells and Gordon’s are among the brands that have had their prices slashed, and Tesco has a similar offer running too.

For Black Friday, Morrisons is selling four bottles of I Heart – Pinot Grigio, Shiraz or rosé – for £16. It also has a magnum of Prosecco for £10, a 1.75 litre bottle of Disaronno for just £30 and 70cl bottles of Jack Daniel’s for £16.

It has also reduced the price on a 70cl bottle of Jura malt whisky to £18.

Asda has rolled a litre bottle of Baileys back from £20 to £12 and a litre of Smirnoff is also selling for £16, while it has a three for £21 deal on multipacks of certain beer and cider, but it has not gone too heavy on the discounts yet.

However, its Louvel Fontaine Champagne, which received a bronze medal at the Decanter 2018 awards, is selling for £12.