Champagne producers attack Asda and Tesco over ‘parasitic’ offers

By John Glenday | Reporter

March 24, 2014 | 1 min read

Asda and Tesco have been accused of taking the fizz out of the champagne brand after the supermarket rivals flogged the premium plonk at bargain bin prices.

Both chains offered consumers their own exclusive label champagne bottles at just £10 a bottle, less than half their usual price tag, whilst 71 per cent of branded labels were also subject to heavy discounts.

This price war has been criticised by the Comité Interprofessionnel du Vin de Champagne (CIVC), a trade body tasked with representing producers.

Speaking to Off Licence News magazine CIVC marketing director Thibaut le Mailloux, said: “It’s just a marketing ploy. It puts in the head of the consumer that champagne can be made at that price.

“It’s at the expense of champagne. It’s a parasite on the image of champagne. Retailers are shooting themselves in the foot by downgrading the category and making consumers expect a price where producers and retailers can’t make a margin that’s sustainable.

“The message is not to make everything as cheap as possible, but to give balanced offers to consumers.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up


Industry insights

View all
Add your own content +