Asda selling Dom Perignon for £30

29 November, 2007

Asda has announced it is selling bottles of vintage Dom Perignon for £30 this Christmas - a £50 drop on the recommended retail price.

The supermarket chain has a limited number of the 1999 vintage that it is selling in Asda Supercentres and selected stores in the run up to Christmas and New Year.

The move comes despite concerns the Champagne industry may face supply shortages in the coming months.

Asda chief wine buyer Philippa Carr MW said: "Our price of £30 a bottle is sure to add sparkle to anyone’s festive season. We’re confident that no other retailer will be selling Dom Perignon at a better price."

A number of supermarkets are offering cutthroat deals on of alcohol this Christmas in a bid to boost sales after a disappointing summer.

Last week, Tesco BWS boss Dan Jago told OLN to expect promotional activity to be more aggressive than last year “across the board”. He said: “It’s proving a very competitive market and customers are getting a very good deal.”

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