Retailers have begun discounting bottles of Champagne in earnest as producers look to plump up annual sales in this last crucial quarter, reports Giles Fallowfield. Champagne shipments to all markets were down by an average of 12.4% in the first nine months of 2024, while the moving annual total (MAT) to the end of September shows a decline of 10.7%, suggesting shipments might drop by as much as 30m bottles by the year end. The provisional CIVC figures for October show only a slight improvement, down 11.7% in the first ten months with the MAT dropping by 10.4%. The Champenois should not be surprised by this slightly gloomy picture, as several of the larger brands raised their prices significantly at a time when demand was weakening. What happens in the last quarter is always crucial to annual sales as this period accounts for a disproportionately large percentage of the volume in good and bad years alike. Wide ranging discounting Evidence of concern is clear from the wide-ranging discounting that is taking place across the UK grocery market. We are seeing many single bottle discounts running at the same time as a variety of 25% off six bottle deals. Tesco has even cut its often-discounted Louis Delauny Brut NV, selling at £15 a bottle, to just £11.25 if you buy six bottles in total, using your Clubcard. At Sainsbury’s OL Blanc de Noirs TtD is down to £14 per bottle and lower still to just £10.50 (25% off six). Both
This Article was originally published on The Drink Business - Fine Wine
