Asda sees Champagne sales surge in December

Published: 13 January, 2011

Asda has reported a strong end of year performance in the Champagne category.

The supermarket outperformed the market by almost 32% in the last four weeks of the year, according to Nielsen's grocery multiples figures for December 2010.

Asda attributes the success to sourcing prices with maximum efficiency from its supply base, allowing the lowest possible prices to be passed onto customers. It claims its £9.87 offer for Pierre Darcys Champagne Brut NV was the lowest priced deal in the market amongst multiple grocers.

Champagne buyer Emma Edgell said: "Our phenomenal performance across the Champagne category is due to the fact our competitors ran Champagne deals primarily over single weekends, while we maintained them across the entire Christmas and New Year period.

"Aside from our standout Pierre Darcys promotion, we also ran a wide range of other market leading offers throughout November and December across Asda brand Champagne, exclusive labels such as Dubois Caron Brut and popular names such as Lanson and Piper-Heidsieck."

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