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Published:  23 July, 2008

By Giles Fallowfield

Sainsbury's is slashing the price of Champagne over Easter for the third year in succession. The price of its NV Charles de Muret drops from 14.99 to 6.99 from 27 March. We expect it to be in store right over the Easter weekend,' says Sainsbury's Champagne buyer Andrew Bird. It's a seven-day promotion, but I imagine it will sell through before that.' As predicted in Harpers' Champagne supplement, the stock is supplied by Duval Leroy, but not under its own label. The Charles de Muret line is especially made for Sainsbury's and was introduced last month. We've bought one million bottles, enough to distort the market for a month or two,' Bird says. The quality of the wine stacks up well at 14.99. At just under half that it's a fantastic deal.'