Dangerous cheap beer war outbreak
A dangerous new price war has broken out among the supermarkets - with some slashing the price of booze in half.
The trade had feared that the supermarket deep discounting would reach new lows after a wet summer led to poor lager sales.
Tesco has taken out a full page ad in the Times ahead of the weekend's rugby and football action. It is offering two cases of Carlsberg or Strongbow for £18 - just 50p a can. The ad boasts: "Well, it's the perfect weekend to be competitive."
Well, it's the perfect weekend to be competitiveTesco
Sainsbury's has dropped the price of a case of 20 Carlsberg from £15.98 to £9.98.
The price of Becks has also fallen in price to £8.99 from £14.99 for 20.
"The Government needs to tell supermarkets to act sensibly," said Federation of Licensed Victuallers Associations chief executive Tony Payne.
"Pubs are signed up to all these responsible retailing agreements but feel very aggrieved when they can't have a happy hour but see this kind of offer in the supermarkets. Its irresponsible."
Last week, the MA exclusively revealed that Coors made just 3.28p a pint - such was the pressure from the supermarkets.
Despite the recent pressure from police chief constables and MPs, the supermarkets are continuing their policy of deep discounting.
Last month, Cheshire Chief Constable Peter Fahy said the availability of cheap alcohol from supermarkets was fuelling a wave of violence and disorder across the country.
"Parents have a lot to answer for as they are the ones buying the cheap alcohol for their children," Payne added. "I also want to see alcohol confined to just one section of the store instead of dotted around the aisles where it encourages impulse purchases."
Trade hopes for action against the off-trade's policy of using alcohol as a loss-leader rest with the Government's independent review into drinks price and harm due to report in April. The competition commission cleared supermarkets of any wrongdoing during its inquiry.
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