They may appear unlikely dens of decadence - but those partial to quaffing expensive Champagne in Darlington or Sedgefield have cause to raise a glass of bubbles.

For a supermarket chain has chosen the two County Durham towns to pilot its so called 'Champagne stores', offering discerning customers 'super-premium’ labels such as a £130 bottle of Krug or a £110 Dom Perignon.

Sainsbury’s has selected 53 stores out of more than 1,000 across the country to trial the new initiative.

Unsurprisingly, the majority are in London and the South-East - while Darlington and Sedgefield are among a handful across the whole of the North.

Customers in traditionally well-healed North Yorkshire have missed out in favour of traditionally affluent areas such as Cheshire.

Although a full range of beers, wines and spirits are still available, Sainsbury's hopes its Champagne Stores will tempt those with expensive tastes - and deep pockets.

 

There was a mixed reaction to the news from customers outside the County Durham stores.

One shopper at the Darlington store quipped that staff would not be putting too many high-ticket bottles on the shelves, the inference being that such products may prove a tempting target for shoplifters.

However, newlyweds Claire and Matthew Allan said they while they didn't have the budget to include a £130 bottle of champers in their weekly shop, they could be tempted as a treat.

Daniel Hutchinson, 31, who had visited the Sedgefield store with his family to buy barbecue supplies, said the move made sense given its proximity to Sedgefield Racecourse and the executive housing estate at Wynyard.

“I suppose they think people might buy the fancy stuff to take to the races with them, or to celebrate a big win," he said.

“It’s also close to Wynyard and there really are millionaires living there who could afford it.

“Sedgefield has always been known for being affluent but it’s probably not as well off as it used to be.

“This will make no difference to the normal people who shop here every-day.”

Another woman, who asked not to be named, said: “It won’t make any difference to me, although I might be tempted to get a bottle just for the Nectar points!”