Morrisons raises the bar on deals

19 September, 2008

Morrisons has undercut its multiple rivals with a three-for-£9 promotion on two leading New World wine brands.

The promotion fires a warning shot across the bows of Asda, Tesco and Sainsbury's at a time when three-for-£10 deals have become increasingly common in the multiple sector.

Bundled into the deal are Yellow Tail Shiraz and Pinot Grigio, and Gallo Sycamore Canyon Cabernet Sauvignon, Rosé and Chardonnay. It is thought that Morrisons is funding the deals itself without demanding a change in terms with either Gallo or Yellow Tail supplier Off-Piste Wines.

Last Christmas Morrisons was hailed as the most successful drinks retailer over the festive period, and the current three-for-£9 offer will prompt speculation that it is ready to invest heavily in more discounts this December.

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