Supermarket cut-price deals are “a parasite on the image of champagne”, according to a trade association representing producers.Do you get the feeling that they don't wish their product to be accessible to the peasants?
Last Christmas, Asda and Tesco sold exclusive label champagne at £10 a bottle – less than half price. The supermarkets also slashed the cost of branded labels, with 71 per cent of the total volume sold at reduced prices.
But the drastic discounts being offered have been criticised by the producers’ professional body, the Comité Interprofessionnel du Vin de Champagne (CIVC). Its communications director Thibaut le Mailloux told Off Licence News (OLN) magazine: “It’s just a marketing ploy. It puts in the head of the consumer that champagne can be made at that price.
“It’s at the expense of champagne. It’s a parasite on the image of champagne. Retailers are shooting themselves in the foot by downgrading the category and making consumers expect a price where producers and retailers can’t make a margin that’s sustainable.
“The message is not to make everything as cheap as possible, but to give balanced offers to consumers.”
Now I don't know where the supermarkets got their product from, but I'd be willing to bet that they didn't make a loss out of the deal. They might have used it as a loss leader (unlikely it's not something everyone would buy) but in the end M. Thibaut le Mailloux doesn't quite appear to grasp the ethos of the supermarkets whose task is to sell as much as possible and make as much as possible and by selling champagne at £10 a bottle they appear to have found a market for it rather than have it gather dust on the shelves at £20 a bottle. I hardly need mention that you aren't going to get many wine connoisseurs in a supermarket going over the shelves for cheap plonk either.
Champagne is what it is, a celebratory drink on the whole and its image such as it is, is hardly likely to be damaged by selling it cheap. After all you can buy many just as worthy competitors as cheap which can taste just as good from fizzy sweet to fizzy vinegar depending on the persons taste.
Once again we have some who want the world what they want it to be (even if they price their products out of the market) rather than what it now is.