Supermarkets battle it out for lowest Christmas prices

22 November, 2013

The Christmas price wars have fired up with Asda slashing its Pierre Darcys Champagne from £24.25 to £10 and Sainsbury’s selling branded Champagne at just £12.49.

Heidsieck Monopole Blue Top usually sells at around £30, but Asda and Tesco cut it to £15 – and Sainsbury’s responded by pricing it at £12.49.

Asda has targeted rivals with aggressive TV ads telling shoppers, and especially wine lovers, they are “better off at Asda”. It is selling 70cl bottles of Captain Morgan’s Spiced rum, Disaronno, Cointreau, Tia Maria, Famous Grouse, Grant’s, Bacardi and Gordon’s at £11.

Morrisons has 70cl bottles of spirits including Smirnoff, Three Barrels, Bacardi, Grant’s and Gordon’s at £11 and is selling a wide range of wines at half price.

When asked about the Christmas price wars, Morrisons’ wine category manager Andrew Turner said: “We do industry- leading offers and we will continue to do that. Our offers versus our competitors’ are going to be very strong, but that’s a prediction, not reality.”

Tesco is selling 1-litre bottles of Morgan’s Spiced, Bacardi, Famous Grouse, Gordon’s and Smirnoff at £15, and is offering two for-£22 on a mix of 15, 18 and 20-packs of Budweiser, Foster’s, Guinness, John Smith’s Extra Smooth and Strongbow.

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