£5 Champers at Woolies

This story has been in some newspapers this week. I thought you may be interested in the raw info, straight from Woolies. Do remember though, this is a press release and therefore a 'sell document' so do treat what it says with a pinch of salt.
Woolworths has launched the cheapest ever bottle of champagne to be sold in the UK as part of its new Worthit! value range.

Worthit! Champagne goes on sale next week in the company’s larger stores and costs only £5. The nearest competitors currently are Asda and Tesco’s own label champagnes which both cost £10.74*.

Stores have been stocked with thousands of bottles, but the product is still expected to sell out fast so the company has put a ‘one-per-customer’ rule on the product.

“Champagne is a luxury product, but it can be produced cheaply and efficiently, so there is no reason why it can’t be sold at value prices,” says Woolworths’ managing director Tony Page. “This is good champagne and, at £5, customers won’t think twice about buying champagne for their celebration, party or event.

“We’re not pretending to be wine experts, but our supplier is an expert, and they have sourced us good champagne at the right price to attract Woolworths customers. Just like the rest of the Worthit! range, Worthit! Champagne does what it says on the label but at a ridiculously low price.”

Because it’s being sold at Woolworths, there’s a label on the champagne advising customers which Pic ‘n’ Mix sweets go best with Worthit! Champagne. It tells customers to combine the champagne with Chocolate Raisins, Peach Fizzies or Strawberry Milkshakes for the best possible Pic ‘n’ Mix and champers experience.

The product was given the green light in February this year when customer research identified that shoppers on a tight budget still wanted to buy luxury items.

High demand was identified for champagne at a low price and Woolworths buyers began working with the champagne industry to source a quality, value for money champagne.

The result is a non-vintage champagne from a small producer with a 40 per cent chardonnay grape base that is blended with 30 per cent pinot noir and 30 per cent pinot meunier.

It has a fresh and balanced character of fruit and cream with yeasty aromas giving a delicious richness that has been developed during its ageing in bottle, in the cool and dark chalk cellars below Epernay in France. It is perfect for drinking at any time.

Woolworths is also developing other luxury products including caviar gift sets, diamond jewellery and fragrances to sell under the Worthit! brand. It hopes to get these into stores early next year.

(ends)

Questions and answers

Is this real champagne?
Yes. You cannot legally sell champagne anywhere in the world unless it has been produced in the Champagne region of France.

How is it so cheap?
We have worked extremely hard with our supplier to reduce the price of the champagne and significantly reduced the profit made by Woolworths on each sale. By selling such a great product at such amazing value, Woolworths expects an uplift in sales on other more profitable products.

Who is your supplier?
Park Lane Champagne based in East Grinstead.

Who is the producer?
Henry Villois, based in Epernay, France.

A lot of your customers are under-18, are you concerned they will want to buy alcohol at your stores?
Woolworths is experienced at selling age restricted products and has sold gift sets that contain alcohol for some time in its larger stores. Our staff will strictly enforce the age restriction and will stock the product in an appropriate department.

Do you a have license to sell alcohol?
Yes, in our large out-of-town stores, where Worthit! Champagne is being sold.

Do you plan to sell any more alcohol products?
No, plans are to have champagne as our only alcohol line so our customers can celebrate special events with champagne.

* Price checks carried out in Asda and Tesco stores, week commencing 19th August