ALMR slams Sainsbury's over "giveaway" prices

Supermarket giant Sainsbury's has been blasted for selling beer at "pocket money prices" over the bank holiday weekend.

The Association of Licensed Multiple Retailers (ALMR) has launched the attack, highlighting the chain's offer of 60 284ml bottles of Stella Artois lager for just £20 - the equivalent to 33p per bottle or 66p per pint.

Similar deals were available on a wide range of other drinks including Bulmers, Beck's and Kronenbourg.

Pub prices are up to 10 times more for premium bottled lagers.

Nick Bish, chief executive of the ALMR, said: "Stella was always 'reassuringly expensive'. Well at Sainsbury's it's frighteningly cheap.

"It is disappointing to see them following in Tesco's footsteps with these astonishing giveaways of enormous quantities of beer at pocket money prices.

"Pubs and bars promote sensible drinking in a supervised environment and have led the way in responsible pricing. It is clear that, despite their rhetoric, the supermarket chains have no inclination to show such restraint. It is time for Government action."

A statement from Sainsbury's said: "As a responsible retailer we recognise that we have a role to play in promoting responsible drinking. We are involved with the Portman Group, Think 21 and we are taking part in the Drink Aware Trust's alcohol education campaign.

"The siting of alcohol in our stores and the promotional material that goes with it is designed to be convenient for, and to appeal to the vast majority of our customers - adults who buy alcohol as part of their regular and large grocery shop."