Nielsen data for the four-week Christmas trading period shows that Asda outperformed its supermarket rivals by 32% in terms of Champagne sales growth.
Asda said this was down to “sourcing prices with maximum efficiency from its supply base”, citing the £9.87 offer for Pierre Darcy’s Champagne Brut NV as an example. It claimed this was the lowest price available on Champagne in the multiple grocers.
“Our phenomenal performance across the Champagne category is due to the fact that our competitors ran Champagne deals primarily over single weekends, while we maintained them across the entire Christmas and New Year period,” said Asda Champagne buyer Emma Edgell.
“We ran a wide range of 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.”