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.
10 biggest companies in the world
Price-war slashes festive fizz to £10
Wal-Mart Stores, or Walmart, is an American retailer that runs chains of discount department and warehouse stores around the world.
The company was founded by Sam Walton in 1962, incorporated on October 31, 1969, and first traded on the New York Stock Exchange in 1972. It is headquartered in Bentonville, Arkansas and has around 8,500 stores in 15 countries, under 55 different names.
Royal Dutch Shell, more commonly known as Shell, is a global oil and gas company headquartered in Holland, but with its registered office in London.
With operations in more than 90 countries, it is active in every area of the oil and gas industry, including exploration and production, refining, petrochemicals, power generation and trading.
Exxon Mobil Corporation, or ExxonMobil, is an American oil and gas corporation formed on November 30, 1999, by the merger of Exxon and Mobil. Its headquarters are in Irving, Texas.
With 37 oil refineries in 21 countries, Exxon Mobil Corporation is the largest refiner in the world.
BP is yet another global oil and gas company, this time headquartered in London. It has operations in more than 80 countries, produces about 3.8 million barrels of oil per day and has 22,400 service stations worldwide.
The name BP is derived from the initials of one of the company's former legal names, British Petroleum.
Sinopec Group is one of the major petroleum companies in China, headquartered in Beijing.
Its business includes oil and gas exploration as well as the production and sales of petrochemicals and chemical fibres.
China National Petroleum Corporation is a state-owned fuel-producing corporation and the largest integrated oil and gas company in China. It has its headquarters in Beijing.
CNPC - the parent company of PetroChina - was created in 17 September 1988 when the government decided to disband the Ministry of Petroleum and create a state owned company to handle all Petroleum activities in China.
State Grid Corporation of China is the largest electric power transmission and distribution company in China, once again headquartered in Beijing.
It has subsidiaries in Northern China, Northeastern China, Eastern China, Middle China and Northwestern China.
Toyota Motor Corporation, more commonly known simply as Toyota, is a multinational automaker headquartered in Toyota, Japan.
The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's company Toyota Industries. Its brands include Toyota, Lexus and Daihatsu.
Japan Post Holdings is a state-owned Japanese company that deals with mail delivery and financial services.
It is headquartered in Tokyo and was founded on January 23, 2006.
Chevron Corporation is an American energy company headquartered in San Ramon, California.
It is active in more than 180 countries and is engaged in every aspect of the oil, gas, and geothermal energy industries, including exploration and production, and power generation.