Supermarkets are slashing the cost of champagne to tempt consumers to splash out this Christmas.
Almost a month earlier than the same move last year, a supermarket price-war is breaking out with bottles of fizz on sale for as little as £10.
Christmas may still be six weeks away but supermarkets are encouraging shoppers to stock up on their festive booze.
Asda has reduced 75cl bottles of Dubois-Caron Champagne from £24.21 to £10, while Tesco has cut the cost of its De Vallois Champagne from £20 to £14 per bottle and Bollinger Champagne from £41.99 to £31.99.
At Sainsbury's a £24 bottle of Antoine de Clevecy Champagne has been cut to £12, while a £30 Heidsieck Blue Top Dry Monopole Champagne now costs £14.99.
Meanwhile, budget supermarkets Aldi and Lidl are battling it out with £12.99 champagne offers.
The price drop has come earlier than usual as supermarkets face high competition throughout Christmas following another year of meagre economic growth.
Further price deals on drinks including whiskey and port are expected in the coming weeks.
Some of the current cut-price offers are for a limited time only, such as Tesco's deal which ends on 20th November, with the aim to prompt customers to act quick to snap up the savings. The Asda offer has already cleared the shelves of champagne in many stories, suggesting the sales strategy is paying off.
Helen Stares, an analyst at market research company Nielsen, told the Daily Mail that champagne prices were the lowest in years and that retailers are facing the most competitive Christmas ever.