Rosie Davenport
Tesco and Asda are the first of the multiples to announce their Christmas drinks promotions in what promises to be the trade's most competitive fight for sales ever.
In its first tranche of seasonal deals, Tesco is focusing on its Finest range of wines to entice customers with offers on its Rioja, Soave and Vintage Cava, which will drop from £6.49 to £3.99.
Sainsbury said it was too early to release details of its deals, but hinted that its own label ranges could also be part of its strategy, alongside Nectar points. Sainsbury director of wines Allan Cheesman said: "The war tends to break out after Guy Fawkes Night so we would rather keep our powder dry. But Christmas is a good time to get people to trade up and we have high hopes for our Taste the Difference beer range and Classic Selection wines.
"Additional Nectar points on high ticket items like alcohol also provide a good opportunity."
Asda will also use its own label Cava to drive traffic with the price tag dropping from £3.97 to £2.94. Somerfield is poised to reveal its Christmas plans next week.
However, the multiples are remaining tightlipped about their plans in lager where the major price cutting activity is expected to take place.