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Asda Champagne sales "buck downward trend"

Published:  27 October, 2008

Sales of Champagne are up at Asda despite the fact that they are down across the market as a whole, the supermarket said today.

Sales of Champagne are up at Asda despite the fact that they are down across the market as a whole, the supermarket said today.

Citing Nielsen statistics, Asda said Champagne sales at its stores rose by 4.5% in the 12 weeks to 4 October 2008, helped by more affluent consumers coming through its doors.

Asda wine buyer Michelle King said: "This is down to a number of factors - more AB [upper and middle-class] customers looking for quality products and the fact that our promotions have been aimed at making Champagne more accessible to all."

Asda recently overhauled its entire wine and Champagne range in a bid to "cater for a range of tastes".

But King said the supermarket chain was not immune from the credit crunch in this category; it is seeing Champagne sales peak after the traditional end-of-month pay day, then dropping during the middle of the month when customers don't have as much money.

Figures out earlier today showed beer sales in supermarkets and convenience stores dipped by 6% in the third quarter of the year.

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