Champagne producers are battling to protect the market from deep off-trade discounting as production reaches capacity.
Mumm has released its Mumm Grand Cru - targeting the premium end of the market - into Waitrose in a festive gift box (rsp: £30.99) in a bid to add value to the market. Mumm also has gift boxes exclusive to Asda, Majestic and Oddbins.
“A prestigious product such as Champagne should not be treated as a footfall driver,” said Mumm brand manager, Anna Adsetts. “Production has reached capacity, so producers are really looking for new ways to increase value.”
However, while reports reveal consumers are prepared to pay more for Champagne and have been trading up to vintage and rosé varieties, off-trade deals are already becoming more competitive.
At the premium end, Waitrose has new listings for Dom Perignon Champagne 1998 Vintage (rsp: £78.99), Krug Grande Cuvée NV (rsp: £85), and Louis Roederer Brut 96 (rsp: £50). However, the retailer is also offering its own label Champagne, produced by Piper & Charles Heidsieck, for two for £19.98 compared with its usual £14.99, while Booths has deals on Moët and Veuve Clicquot, both at £4 off until January 1, at £19.99 and £20.99 respectively.
Majestic is running 33.3% off three bottles across 24 SKUs until January 20.
Adsetts said: “The promotions on Champagne post-Millennium meant it did lose some of its mystique but it also brought in more consumers, who look to trade up when they want to differentiate.”
Adsetts believes that the scarcity of the product - due to its limited production, now at capacity - will discourage the discounting of previous years.
Sonya Hook