A supermarket chain yesterday put a top brand champagne on sale at £50 less than the standard retail price.
Asda said its £30 Dom Perignon 1999 would be the cheapest available price for that vintage.
Champagne house Moet Hennessy, which produces Dom Perignon, reacted with surprise to the low price.
Limited stock of Dom Perignon
Asda bought in a limited stock of the bottles of bubbly especially for the £30 offer.
A spokesman for the chain said the low price tag made its profit margin very tight.
A Moet Hennessy UK spokeswoman said: ‘We are obviously surprised to see such a prestigious brand as Dom Perignon being used to generate media coverage and create consumer interest in what appears to be such a limited offer in a few selected Asda stores.’
The champagne house said its Dom Perignon 1999 usually retailed for between £80 and £85.
Asda said the same bottles were sold in top London night spots for upwards of £200.
The chain’s master of wine, Philippa Carr, said: ‘Our price of £30 a bottle is sure to add sparkle to anyone’s festive season. We’re confident that no other retailer will be selling Dom Perignon at a better price.’
Bottles of the £30 bubbly go on sale at Asda Supercentres and other selected Asda stores from today – around 70 stores nationwide.
This is a publicity stunt
Guy WoodwardDecanter magazine
Guy Woodward, Editor of wine magazine Decanter, said: ‘As far as I can work out, this is just a publicity stunt.
‘Asda are only selling the champagne in one out of every five stores, and only have around 1,000 bottles in total.
‘So by the time you read this, they’ll probably have sold out. They must be losing money on it, but the hope is that by generating lots of noise, they’ll get people through the doors who will spend money on other Christmas goods while they’re there.’
©The Press Association, All Rights Reserved