Sainsburys Reports Best Ever Sales Of Champagne

Fri, 20 Aug 2010

 
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Champagne continues to be a popular item on Brits’ supermarket shopping lists, according to new figures from Sainsbury’s.

The UK’s third largest grocery retailer has revealed that it has enjoyed its strongest ever year in the champagne market, with sales at its stores soaring by 40 per cent over the last twelve months (equal to additional 1.23 million bottles of bubbly), despite the recession.

Daniel Bracegirdle, Sainsbury's Champagne buyer, said that total champagne sales across the market have grown by 13 per cent, or 2.08 million bottles, over the last year, meaning that "Sainsbury's has been responsible for 60 per cent of all extra bottles sold.

"We think this is partly driven by a new tribe of 'Champagne Surfers' who research expert reviews and price details on the internet and the results are leading them to us," he explained.

"They're not swayed by the big brand names and demand great value as well as taste. For this group, Champagne is fast becoming the affordable luxury they won't do without."

He added: "We are thrilled that we can compete with the well known Champagne houses when it comes to quality and price."

Sainsbury's own-label Blanc de Noirs Champagne Brut NV was recently a "Best Buy" by consumer group Which? ahead of leading brands Lanson Black Label and Moet and Chandon Brut.