Morrisons defends slashed Champagne prices

Morrisons’ wine buyer Gyles Walker has defended the supermarket’s biggest-ever Champagne discounts, which start in stores today.

Walker told the drinks business: “In these tough times many customers are looking for value, but it would be a shame to lose those customers who have come to appreciate the qualities of Champagne, a balance needs to be struck so that Champagne remains aspirational and affordable.”

Last week Morrisons announced its intention to feature some of the best-known Champagne names on the UK high street at remarkably cheap prices. All for 75cl bottles, the deal includes Bollinger Special Cuvée NV at £17.95 (down from £35.99), Moët & Chandon Brut Imperial NV at £14.39 (down from £28.88), Lanson Black Label at £13.45 (down from £26.98) and Nicolas Feuillatte at £12.99 (down from £26.98).

“Bucking the national trend,” Morrisons, which sells more than 60 Champagnes, has quoted Nielsen statistics in claiming "Champagne is more popular than ever in its stores with sales growing by 21.1% in the last three months.”

The supermarket has labelled the deal, which runs until stocks last as “fizz-tastic” and “leading the market”. However, when asked whether the promotion was purely a retailer strategy or whether there had been participation from houses and/or agents too, Walker told db: “We work hard with our suppliers in line with our retail strategy to ensure we continue to offer our customers fantastic deals.

"We have a great range of Champagnes, sparkling and still wines and our offers are one of the key ways to communicate this to our customers,” he added.  

The offer comes hot on the heels of a number of strong Champagne discount initiatives in UK supermarkets, many of which will last up until and throughout the Christmas period.

Even award-winning independent merchant Roberson is selling cut-price Champagne for one week only. To celebrate its 18th birthday, the fine wine store is selling Veuve Borodin Champagne NV at £13.95 a bottle, the same price as when Roberson first opened for business in 1991.

A response from Andrew Hawes, managing director at Mentzendorff, UK agents for Bollinger 

 "What we are now seeing in the market is the result of, for the first time in over a decade, a combination of availability of Champagne supply at all levels of the market and a willingness by major retailers to engage with the category as a key promotional vehicle.

"This contrasts with Christmas 2008 when although supply issues had eased retailers were reluctant to promote Champagne presumably due to the social climate at the time and in previous years supplies of Champagne and particularly the major brands were effectively on allocation by the end of the year. 

"I cannot comment on the activities in one specific retailer, but everyone should be aware that pricing to the consumer is a matter for the retailer to determine. Clearly there will be some great Champagne deals for the consumer over the festive period." 

Jane Parkinson, 23.11.2009