Bottles of Baileys are being sold for as little as £8.50 as retailers slash prices of the festive tipple in a bid to woo shoppers.
Morrisons has reduced the price of one litre of Baileys by £4.50 to £8.50 for Morrisons More Card holders from 6 to 12 December. The deal is limited to one per person in store, and shoppers must spend at least £45 in store to qualify.
The discount beats Sainsbury’s and Tesco, both of which are offering a litre of Baileys for £13 to loyalty card holders. Asda shoppers, meanwhile, can also pick up a bottle for £13 on offer.
Morrisons’ deal takes the price of Baileys to the verge of minimum unit pricing (£8.50) in Wales, and below it in Scotland (£11.50).
In Scotland, Morrisons is instead running a promotion on Irn-Bru, offering More Card holders 24 can packs of the soft drink for £5 (down from £9) when they spend £45 or more in store.
“With Christmas around the corner, we know customers are watching what they spend very carefully,” said a Morrisons spokeswoman. “That’s why we’re proud to be offering market-leading prices on festive favourites, helping customers enjoy the holidays without breaking the bank.”
The deal, which The Grocer understands is the lowest price per litre seen for several years, leaves scant profit margin for the retailer. Excise duty and VAT payments on one litre of Baileys – which carries an abv of 17% – amount to £5.86.
Approached for comment, Bailey’s brand owner Diageo said prices were at the sole discretion of retailers.
Baileys is frequently found on promotion around the Christmas trading period, and there are also deals to be found on 70cl bottles of the tipple across the mults. Asda has reduced its price from £17 to £10, while bottles are on offer for £13 down from £17 in Waitrose.
But the cream liqueur is not the only drink to have its shelf edge price cut as supermarkets look to lure shoppers to their stores over the Christmas trading period.
Sainsbury’s and Asda are offering 25% off selected wines when purchased in multiples of six, while Waitrose has reduced prices on spirits including Glenmorangie 70cl (£29 from £40), De Kuyper Cherry Brandy Liqueur 50cl (£12 from £13.50), and Gordon’s London Dry Gin 1l (£19 from £25).
Last week, meanwhile, Aldi brought back its ‘when it’s gone it’s gone’ côtes du rhône deal for a second year.
The discounter is offering bottles of its Specially Selected French Cairanne for just £3.49 (down from £8.49) from 2 to 8 December, after bottles sold out in just four days last year.
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