With off-trade prices in free-fall (pre-Christmas saw Bollinger down at £17.95 in Morrisons while ASDA was selling Taittinger at £15), Matthew Clark and Duval Leroy have decided on a trade-up incentive.

‘Rather than go lower on their own label champagne in response to the deals, Matthew Clark came up with the idea – why not offer better quality for the same price?’ said Mike Hothersall, sales director. The result is a deal where on-trade accounts can buy Duval-Leroy’s 1999 vintage for the same price as its non-vintage – £15.77 ex-VAT.

Hothersall said the deal is ‘aimed at upmarket restaurants where customers might really appreciate getting a glass of mature vintage Champagne for the same money as non-vintage.’

The deal, which Matthew Clark is also doing with Taittinger (2003 vintage for £22.70 ex-VAT), runs until the end of January 2010. Contact www.matthewclark.co.uk

News item from Imbibe.com, 29-01-2010