UK supermarket Asda has outperformed the market in Champagne sales despite the current economic downturn, it has emerged.

Although recent data from analysts ACNielsen indicates year on year Champagne sales in the UK were down by 8% in value in the last three months, Asda has announced a 4.5% increase.

In volume terms, the supermarket also saw Champagne sales go up by 18%.

According to Asda, the increase follows a range of promotions aimed at encouraging shoppers who may not normally try Champagne to buy the wine. In-store promotions have seen some Champagnes reduced to £10 per bottle.

Despite the increase, Michelle King, wine buyer at Asda, maintained that the current economic crisis was still affecting their Champagne sales.

‘We are still seeing the impact of the credit crunch in the category,’ she said.

The Champagne trade body (CIVC) has also registered a drop in sales in French supermarkets where sales fell by over 10% in the first six months of 2008.

The overall market for beers, wines and spirits has grown in the last quarter.

Written by Emmanuel Kenning