Morrisons slated for £8 bottle of Gordon's Gin
Supermarket giant Morrisons has been criticised for selling premium branded spirits at a knock-down price of just £8 a bottle.
The discounted promotion saw leading brands such as Gordons Gin on offer for a limited period earlier this month.
It's believed brand owner Diageo protested to the store about the price of the 70cl bottles but the offer continued regardless.
Chris Swift, of the Institute of Licensed Trade Strockbrokers, said: "Diageo does not discount to the store so I do not understand how they can do it. "Diageo told Morrisons not to do this but it evidently fell on deaf ears," he told delegates at the Federation of Licensed Victuallers Associations annual meeting.
Diageo declined to comment on the Morrisons issue but said it did not set or agree pricing for its brands.
"This Christmas we are recommending a promotional strategy to our customers that we believe will drive sales while still preserving value.
"Excessive discounting does not deliver value and can erode brand quality," said a spokesperson.
Rock bottom prices
Meanwhile the major stores are stepping up their Christmas discounts with offers on beer and lager which sees leading brands being sold for the equivalent of just 41.8 pence per pint.
Sainsburys is selling three 18 can packs of 440ml Carlsberg for just £20.
Asda is offering 20 cans of 440ml Peeterman Artois for just £11.
FLVA chief executive Tony Payne said: "I do not know whether this represents the lowest the supermarkets will go but there is more than three weeks until Christmas so there could more rock bottom offers around the corner."
