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News
Asda Champagne sales surge
UK supermarket Asda has posted strong end of year sales in the Champagne category.
The supermarket outperformed the market by almost 32% in the last four weeks of the year, according to Nielsen figures for December 2010.
The success has been attributed to sourcing prices with maximum efficiency from its supply base, allowing the lowest possible prices to be passed onto customers.
Asda claimed its £9.87 offer for Pierre Darcys Champagne Brut NV was the lowest-priced deal in the market among multiple grocers.
"Our phenomenal performance across the Champagne category is due to the fact our competitors ran Champagne deals primarily over single weekends, while we maintained them across the entire Christmas and New Year period”, said Champagne buyer Emma Edgell.
"Aside from our standout Pierre Darcys promotion, we also ran a wide range of other 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”, Edgell added.
Lucy Shaw, 17.01.2011