Massive discounting in the UK off-trade price of Champagne, which began in the last quarter of 2000 and has gathered pace this year, hit a new level last week, reports Giles Fallowfield. Sainsbury's, the UK supermarket chain has slashed its selling price for Duval-Leroy Brut non-vintage Champagne from £13.99 to £6.99 in the run-up to Easter, according to Sainsbury's Champagne buyer Julian Dyer.