Majestic reacts in fizz price war

Published: 23 July, 2008

Half-price Champagne deals have become even more widespread in the run-up to Christmas, with nearly every major off-trade retailer involved and prices under 10 for a single bottle commonplace.

Majestic has added to its already extensive list of deals, which includes a third off 27 different Champagne and sparkling wines, plus two half-price Vintage Champagnes - running from 1 November to 31 January - by introducing its own half-price offer on Nicolas Feuillatte NV Brut, which is down from 20.99 to 10.49 if you buy two bottles or more. Asked if this was in reaction to the aggressive price cutting on Champagne by the supermarkets, Majestic marketing director Steve de Mellow said: It's been a much more challenging year. The supermarkets have seen an opportunity to drive their volume, and we have to protect our market share of over 10%.

We've done half-price offers before, but this has been more focused. We're keen to increase our communication with customers and highlight the strength of our offer; we find direct mail and e-mailing very effective. There are lots of sub-10 Champagnes and other aggressive deals around. The supermarkets treat Champagne just like they would the latest DVD: they use loss leaders to draw in shoppers. We have to show our customers you can get good value at Majestic to get them into the stores; then we score on our great level of service,' said de Mellow.

Marks & Spencer has also entered the discount fray, taking 5 off the single-bottle price of its entire Champagne range and reintroducing as a pre-Christmas special L'Avenue Brut NV, supplied by Duval-Leroy and priced at 9.99.

Tesco has continued to run special deals on Tesco.com, with Mot & Chandon Brut Imperial dropping to just 14.23 a bottle if you buy six. This week, Jacquart Brut Tradicion NV was reduced to 13.29 and Nicolas Feuillatte Brut NV to 14.24, also for six bottles or more.

Printer friendly version