Still wine continues its reign over the category and accounts for £9 in every £10 spent. This sector is losing share, however, as consumers opt for Champagne and cava. Champagne, in particular, gained 300,000 shoppers over Christmas.
The growth of the Champagne sector was largely driven by deals. The deals were primarily on the more expensive bottles, which has encouraged trade-up. This, combined with the added duty, had the net effect of increasing the amount spent versus last Christmas.
Three-for-£10 and similar deals continue to be popular with about 27% of wine baskets at Christmas including three bottles or more. Asda, which pioneered these deals, seems to have experienced a stagnation of this promotional mechanic.
Focus On Wine & Champagne