Sainsbury is challenging consumers' loyalty to well-known Champagne brands with the launch of an own label range.
Tsarine Tête de Cuvée Brut, which is made by Champagne Boizel, comes in a unique bottle featuring a spiral design.
Retailing at £19.99, the Champagne is mainly based on the 1999 vintage and, according to Sainsbury, can match the complexity of similarly priced bottles, including branded products.