Festive discounts in the drinks aisles were at a record high this week but the traditional footfall drivers such as Stella and Baileys are so far holding their own.
Early indications are that prices on these, and the other two key brands tracked by The Grocer's annual Christmas Pricewatch, haven't dropped as low in price as this time last year.
Stella Artois has maintained an 18p-per-100ml price, compared with 14p in the same period last year, while Baileys is also holding on at £1.30 per 100ml, the same as 2007 prices. Bell's Whisky has kept its £1.30 per 100ml price the same as last year while Hardys Stamp is selling at about 62p per 100ml compared with 53p last year.
The category hasn't escaped the promotional mêlée, however, with a bumper number of drinks promotions across the multiples. This week alcohol accounts for almost a quarter of the 1,602 space deals covered by The Grocer's Promo Dynamic. "We are seeing a lot more early short-termist deals this year, very deep discounts but for very short periods," said Asda wine buyer Simon Robson. "We are ramping up 3-for-£10 deals, adding in more brands such as Jacob's Creek and Lindemans, but for us it's about long-term growth opportunities rather than reactive stunts."
Wine is one of the more hotly contested categories with 165 deals around this week including half-price Kumala Eternal at Tesco, down from £7.99 to £3.99 a bottle, as well as Asda's on-going deal, which offers three £8.98 bottles of Banrock Station Reserve for £10 this week. First Quench Group has also brought back its 40% off voucher.
Early indications are that prices on these, and the other two key brands tracked by The Grocer's annual Christmas Pricewatch, haven't dropped as low in price as this time last year.
Stella Artois has maintained an 18p-per-100ml price, compared with 14p in the same period last year, while Baileys is also holding on at £1.30 per 100ml, the same as 2007 prices. Bell's Whisky has kept its £1.30 per 100ml price the same as last year while Hardys Stamp is selling at about 62p per 100ml compared with 53p last year.
The category hasn't escaped the promotional mêlée, however, with a bumper number of drinks promotions across the multiples. This week alcohol accounts for almost a quarter of the 1,602 space deals covered by The Grocer's Promo Dynamic. "We are seeing a lot more early short-termist deals this year, very deep discounts but for very short periods," said Asda wine buyer Simon Robson. "We are ramping up 3-for-£10 deals, adding in more brands such as Jacob's Creek and Lindemans, but for us it's about long-term growth opportunities rather than reactive stunts."
Wine is one of the more hotly contested categories with 165 deals around this week including half-price Kumala Eternal at Tesco, down from £7.99 to £3.99 a bottle, as well as Asda's on-going deal, which offers three £8.98 bottles of Banrock Station Reserve for £10 this week. First Quench Group has also brought back its 40% off voucher.
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