M&S launches year round 20% wine discount for Sparks members ahead of Christmas

Marks & Spencer is introducing a permanent wine saving offer for loyalty customers, alongside its first new Champagne brand in eight years.

Marks & Spencer has launched a new wine discount for Sparks members, offering 20 per cent off purchases of four or more eligible bottles as shoppers prepare for the Christmas season.

The Sparks Wine Saver, introduced on Tuesday 3 November, replaces the retailer's previous 10 per cent wine offer and will remain available throughout the year rather than being restricted to the festive period.

Customers can mix and match eligible bottles across the M&S range, including red, white and sparkling wines, Champagne, mulled wine and alcohol free alternatives.

The offer is available exclusively in M&S stores in England and Northern Ireland. It does not apply in Scotland, Wales or the Republic of Ireland because of legal and licensing restrictions.

A new saving for Christmas shoppers

The launch comes as research commissioned by M&S suggests that wine remains a popular part of British Christmas celebrations.

A survey of 2,000 UK adults, conducted by OnePoll in October, found that 39 per cent consider bringing a bottle of wine as a gift a Christmas tradition.

More than a quarter, 26 per cent, admitted to buying a bottle at the last minute on their way to a festive gathering.

Among those planning to purchase wine for Christmas, 43 per cent expect to buy at least four bottles during their main festive shop.

Under the new scheme, shoppers spending £100 on four eligible bottles would pay £80 after the discount.

For example, a selection comprising M&S Collection Organic Chablis, Collection Amarone della Valpolicella Montresor, Rockferne English Sparkling Rosé and 10 Year Old Tawny Port would fall from £100 to £80.

The discount is applied automatically when customers scan their Sparks card at the till.

Sharry Cramond, Marketing and Loyalty Director at M&S, said: "There's plenty to toast this festive season as Sparks customers can now enjoy 20% off wine or bubbles when they buy four or more bottles."

She added that the permanent nature of the offer would allow customers to benefit beyond Christmas.

M&S introduces its first new Champagne brand in eight years

Alongside the loyalty offer, Marks & Spencer is preparing to introduce L'Eternelle, its first new Champagne brand in eight years.

Launching on 18 November, the collection will comprise three Champagnes, positioned by the retailer as its most premium range to date.

The wines are produced using a perpetual reserve method, incorporating wines from previous harvests to create greater depth and complexity.

The range includes L'Eternelle Blanc de Noirs and Rosé Brut Nature, both priced at £40, alongside a Vintage 2015 Champagne priced at £45.

With the Sparks Wine Saver discount, the £40 bottles would cost £32 each when purchased as part of a qualifying selection of four or more, while the Vintage 2015 would be reduced to £36.

The new range will be available in stores and online, although the Sparks Wine Saver discount itself is restricted to eligible purchases made in physical stores.

Wines for every budget

The discount also covers more affordable options within the retailer's existing selection.

M&S Classics Gavi and Organic Côtes du Rhône Villages, normally priced at £9.50 each, would cost £7.60 per bottle under the offer.

The retailer's Crémant de Bordeaux would fall from £11 to £8.80, while its Sparkling Ribolla Gialla would be reduced from £8 to £6.40.

Alcohol free options are also included, with Silver Frond Sauvignon Blanc and Merlot reduced from £8 to £6.40 per bottle when purchased as part of a qualifying selection.

The breadth of the offer means shoppers can combine wines at different price points rather than purchasing four identical bottles.

How the Sparks Wine Saver works

The scheme is available to members of M&S Sparks, the retailer's free loyalty programme.

Customers must purchase at least four eligible bottles in a participating store and scan their Sparks card at the checkout to receive the discount.

There is no stated limit on how many times members can use the offer, although product exclusions apply.

The discount cannot be redeemed online and is restricted to England and Northern Ireland.

With the new Champagne collection arriving later this month and a permanent discount replacing its previous seasonal approach, M&S is seeking to make its wine range a more prominent part of its loyalty offering throughout the year.