Eighteen wine, spirit and cider brands are among the 500 slashed prices, including Mumm Champagne cut from £23.89 to £19.99, 12 bottles of Johnnie Walker Black Label down from £115.99 to £97.99 and Jacques cut from £14.95 to £13.45 for 6x75cl.
Prices have also been reduced in grocery, soft drinks and non-foods.
Retail sales director Steve Fox told OLN: “It’s not about a price war – it’s about continually looking at ways of improving the price offer for our customers.
“We think it is going to be a challenging next six, 12 or 18 months and if we can help our customers make more profits that is good news for us. We are here to support the independents and that is what we will do.”?This is the first of a series of Rollback promotions and ends on January 3 – the second set of 500 products will have their prices slashed for 12 weeks from then.