Trade fears cheap booze bonanza

Trade groups and pub retailers fear supermarkets could be preparing for a Christmas bonanza of cheap alcohol and drinks promotions.

Some fear prices could dip to their lowest point yet as the big stores try to make up for poor summer drink sales.

Predictions of a bargain-basement festive season emerged after it was revealed that the Competition Commission inquiry into the grocery trade is unlikely to outlaw the big chains selling drink at below cost price.

Federation of Licensed Victuallers Association chief executive Tony Payne said shoppers could be enticed by rock-bottom prices when stores unveil their Christmas offers in a few weeks' time.

"Last year we saw lager sold for the equivalent of 35p a pint in one national supermarket chain, so who knows what is in store this Christmas?" he said.

Daniel Thwaites operations director Paul Haworth warned the situation would get worse before it got better.

"The big stores have had a poor summer, thanks to the wet weather and the absence of a major soccer tournament. It could be they feel they have to push the boat out more than ever this Christmas to make up lost ground.

"They are totally without constraint in terms of responsible pricing," he said.

Association of Licensed Multiple Retailers chief executive Nick Bish said that while the off-trade would always sell drink below pub prices it was the way stores promoted alcohol which caused concern.

"Trumpeting cheap drink in stores alongside Christmas decorations sends out the wrong message. There has to be a responsible approach to the advertising and selling of alcohol," he said.

This week the Pubs 'n' Bars group claimed that the binge drinking problem and accompanying lawlessness would never be solved while supermarkets continue to sell alcohol so cheaply.

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