Supermarket World Cup discounts begin

By Martyn Leek, M&C Report

- Last updated on GMT

Related tags World cup Alcoholic beverage Asda Supermarket

Supermarkets: alcohol sold cheaply
Supermarkets: alcohol sold cheaply
A brace of the UK's leading supermarkets have embarked on a period of deep discounting ahead of the World Cup. Tesco has introduced a £10 deal on...

A brace of the UK's leading supermarkets have embarked on a period of deep discounting ahead of the World Cup.

Tesco has introduced a £10 deal on 24-can packs of Boddingtons, Foster's, Stella, Stella 4%, Strongbow, Corona and a 20-pack of Budweiser bottles.

Meanwhile Asda has introduced a £9 deal on multi-packs of Stella, Budweiser, Carlsberg Export, Boddingtons and Carling.

One drinks supplier has described the move as "madness" as he suggested that supermarkets are using alcohol as a loss leader to boost sales.

The source told the Grocer​, a sister title of Morning Advertiser​, that after stripping away duty and VAT, the £9 deal would result in suppliers losing up to £6 per case.

He said: "I have been in the beer industry for 37 years and cannot remember such ruthless, kamikaze trading.

"This is probably leading to two cases for £16 as the World Cup gets nearer."

Ricke Bendel, chief marketing officer at Asda, said: "The days when supermarkets felt they could take advantage of consumers by putting prices up the week before Christmas or during the World Cup, are over."

The deep price cuts could cause deflation — after April actually saw inflation in the food and drink sector, driven by a 2.8% increase in alcohol prices at the big four supermarkets during the month.

Prices on a basket of 1,000 staple items rose by 0.8% in the month, after two previous monthly falls, in research compiled by Mintec.

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