Superquinn Sale – Deal or No Deal?

When is a sale not a sale? Quite often, actually, when it comes to wine. All the supermarkets regularly offer wine at half price and the majority of the time the alleged offer is absolute nonsense. There are, of course, rules about sale prices, in that the wine has to have been offered at the ‘full’ price for a certain period previously, but these are easy to manipulate. The retailer simply has to offer the wine involved for a short period at a ridiculously high price and accept no sales or a few high profit ones and then make the price cut, promote it and rake in the sales. Do the public fall for it? You bet. Seems no one can resist a deal as these offers always result in huge gaps on shelves above the half price shelf offer ticket. It drives me nuts! Trust me when I say that the margins simply don’t exist to make these offers for a priced wine, so an artificial price is created. The half price deal is usually actually 20-30% off what might be termed a genuine price. That’s pretty good, but it’s not 50% off.

Superquinn start their French sale next week, on 8^th September, (althought twitter says prices already active so go early) and there’s plenty of good value to be found. There are several deals where the price has been cut from about €10 by about €3 or 4 and those look like real deals while sadly there are also several nominal half price or better cuts, which must be viewed with a sceptical eye. I mean, take Louis d’Or Champagne, reduced from €39.99 to €20. Really, who would dream of paying €40 when name brands like Lanson or Mumm are €36? But what does it taste like? It tastes like green apple flavoured cheap supermarket Champagne and I’d rather buy Jacob’s Creek sparkling for €13 than pay €20 for it. However, their Champagne H. Blin is a good buy when it’s reduced as the quality is way better. 

The French sales have long been a highlight of Superquinn’s annual calendar and buyer Richard Moriarty has certainly put his own stamp on the offering over the last couple of years. In previous seasons the offer has included a mix of cuts on their own exclusives as well as money off well-known brands. This time the brands have been ditched, he says, as there is even better value to be found in offering similar unbranded wines at reduced prices. So, there are no deals to be had on the likes of Louis Latour Burgundies, Jaboulet Rhones or Michel Lynch Bordeaux. What he is offering, instead of say, a Louis Latour Macon Lugny at €10, reduced from €13 is a Macon Lugny Les Coteaux des Anges at €8 (or 3 for €20) reduced from a nominal €11.99.

He’s also listed wines from parts of France in his search for value that, for Irish drinkers at any rate, might be considered a little off the beaten track with wines such as white (yes white) Crozes-Hermitage or red Saumur. In fact, both the Loire and Rhone figure strongly. I hope for his sake that the public ‘gets it’ as there are attractive wines on offer at keen prices, whatever the alleged headline prices. There is a risk though some will look blankly at the shelves and not see many names or labels that they recognise and walk away.

The alternative to ‘inflate the price and then cut it’ sales is to offer what the trade calls EDLP or ‘Every Day Low Prices’. This is of course the style of retailing that Aldi and Lidl go in for. Dunnes or Tesco may trumpet the fact that they have a Vin de pays d’Oc Chardonnay for €6 reduced from €12 but the Germans will simply offer them at €6 all year round. You can of course say the wine quality is not the same and often it isn’t but, frankly, sometimes it is.

Wines Tasted on the Moncrieff Show on Sept 2nd.

Haut Poitou Sauvignon Blanc 2009, €7 or 3 for €20 (reduced from €10.49), Superquinn.
A Sauvignon Blanc that’s as reliable as an atomic clock. I first tasted this co-op’s Sauvignon over 20 years ago and it still always hits the spot. It’s from the south side of the Loire around Poitou and always offers a zesty, flinty gooseberry style at much lower prices than Sancerre.

Saumur Rouge 2009, €7 reduced from €10.49, Superquinn.
Loire reds are as rare as hen’s teeth in Ireland and so if you are familiar with the style I urge you to experiment as this is a bargain. Expect to find a perfumed wine with raspberry the dominant not and a fresh acidity and a slightly green edge. That’s how the Cabernet Franc based wine is meant to be and if we have an Indian summer serve it lightly chilled.

Sancerre ‘Les Terres Blanches’ 2009, €10.99, Aldi.
This has what you expect of a Sancerre, which is to say herbaceous gooseberry and maybe asparagus like flavours. It’s not the finest but it’s not the worst and it has picked up a few medals along the way. Importantly you can buy it at this price all year round not just in a sale. For comparison Superquinn Classic Collection Sancerre is €12 (year round it should be said) and no better than this although their SQ selection at €13 reduced from €17.49 certainly is and Sancerre lovers should snap that up.

A few Superquinn Sale Highlights

Whites

The ever reliable crisp dry Domaine Begude Chardonnay at €8

Collioure Cuveé des Peintures Blanc at €10, yes it’s white. There’s an OK red but I think this is better.

The Viognier is the best of the La Baume whites

The Macon Lugny is very good for €8 but not as good as Mr Latour’s

Ch Cabannieux Graves is worth buying at €9 but the Ch de Sours Bordeaux Blanc at €13 is a vastly superior wine

The Crozes Hermitage Blanc is a good introduction to the soft nutty style of Rhone whites if they are new to you.

The SQ selection Sancerre (not the Classic Collection) is a very smart Sancerre and good at €13 while Pouilly Fuissé Domaine du Roure de Pauli is pretty classic rich soft Southern Burgundy for €14.

The Barrel Fermented Chenin Blanc at €9 is a bit of a curate’s egg interesting in places. It’s component parts of searing acidity and nutty oak have not yet melded and my not but many tasters thought it inter.esting

Red & Rosé

Ch. De Sours Rosé isn’t exactly cheap at €13, even if that’s a reduction of €3 but it is as good as ever.

Carignan Vieilles Vignes at €6 is the bargain red of the sale.

The Shiraz is the best of the Le Baume reds.

Ch Le Mayne 2005 Bordeaux €8 has been around a while but is still good.

Remeage Grenache Shiraz at €9 is an attractive rich red

Domaine de Brunely Vacqueyras at €12 is good if you like rich spicy Rhone reds and much cheaper than similar wines like Chateauneuf-du-pape Alan Grangeon at €20.

Sparkling

There was a Beaujolais with bubbles that thankfully was empty by the time I got to it but suggests others liked it while there were a couple of Cremant de Loires that at only €9 each are worth a shot but don’t expect great excitement.

My thoughts on the world of wine will appear here soon. If you want to know about the tasting I’m organising then click on the wine tasting events page heading above