Cut price Kiwi 'madness'

Selling Kiwi Sauvignon Blanc at £3.99 is commercial madness, according to First Quench's buyer - despite the business starting a half-price offer on Villa Maria.

From this week Wine Rack will be offering half price magnums of Villa Maria Sauvigon at £9.98.

However head of global sourcing Jonathan Butt said the county was shooting itself in the foot by enabling heavy discounting, which in recent months has included deals on Cloudy Bay and Tesco selling Kiwi Sauvignon for as low as £3.80.

"Sauvignon Blanc has just become the most popular white varietal," said Butt. "We have been concentrating on New Zealand for many years, and I think it would be a great shame to take things too far for a wine that people are willing to pay more for.

"I would be hesitant about £3.99 and would not want to see it go that way. Why would you devalue the category that's doing so well? I have no doubt that most people who buy at £3.99 normally buy at £3.99 - it's not going to introduce new buyers who would then be willing to spend £6."