Dom Perignon On Sale At Asda For Just GBP30

Fri, 30 Nov 2007
 
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Asda has slashed the price of vintage champagne Dom Perignon to just £30 a bottle - some £50 less than the standard retail price.

Bottles of the top brand champagne went on sale this morning in all Asda Supercentres and other selected stores – around 70 supermarkets nationwide - for a limited period.

The supermarket chain recently announced its £30 Dom Perignon 1999 would be the cheapest available price for that vintage, news which has surprised champagne house and producers Moet Hennessy .

"We are obviously surprised to see such a prestigious brand as Dom Perignon being used to generate media coverage and create consumer interest in what appears to be such a limited offer in a few selected Asda stores," commented a spokeswoman for the champagne house .

Asda’s master of wine Philippa Carr 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."

Moet Hennessy said the 1999 vintage usually retails for between £80 and £90 at other UK supermarkets, while Asda added the champagne can be bought for as much as £200 a bottle at top London hotels and night spots.

Asda chief executive Andy Bond recently outlined his company’s ambition to attract more top-end shoppers from socio-economic groups A and B.

However, Guy Woodward, editor of wine magazine Decanter, labelled the move as a publicity stunt by the supermarket giant.

"Asda are only selling the champagne in one out of every five stores, and only have around 1,000 bottles in total - so by the time you read this, they'll probably have sold out," he said.

"They must be losing money on it, but the hope is that by generating lots of noise, they'll get people through the doors who will spend money on other Christmas goods while they're there."

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