Retailers have pressed go on festive fizz price wars, with many using Black Friday and Cyber Monday as their promotional launch pads.

Prosecco is the key battleground, with sales expected to outstrip Champagne this Christmas.

Morrisons kicked off its ‘Black Five Days’ offer with a 1.5ltr magnum of Prosecco for £10, while Best-One is offering the ‘I Heart Prosecco’ brand for £6.99 throughout December. Retailer Bruce Morgan of Brownlies of Biggar in Lanarkshire is anticipating a sales rush. “Prosecco completely outsells Champagne and we now have a wide range of Prosecco in store, mostly under £10,” he said.

Budgens has added several new lines to its Prosecco range and is offering its Treviso Prosecco for half-price at £6.49.

“The big story of the past 12 months has undoubtedly been Prosecco. We’ve added several new lines to enable us to keep up with demand,” said Budgens buyer for beers, wines and spirits Steve Garwood.

“We’ve seen sales increase by about 20% year on year,” he added.

As part of Landmark’s ‘All You Need for Christmas’ drive, Santa Loretta Prosecco is available in depot until 2 January at a promotional price of £29.99 per case, with an rrp of £7.49. A rosé edition has an rrp of £7.29.

“With Prosecco sales overtaking Champagne for the first time, we expect Prosecco to perform well this winter as customers celebrate the festive season,” said Landmark Wholesale business development director Chris Doyle.

Spar’s Prosecco magnum 150cl has also made a seasonal comeback and is on offer at £14 per bottle. Its regular 75cl bottle retails at £6.

Sales of Prosecco have increased 72% by value in the UK off-trade in the past year, beating Champagne which saw sales dip by 1.2%, according to latest figures by IRI.