PMA asks readers to name and shame cheap drink offers
The 7.5% ABV white cider is available on a two for £5 deal for two-litre bottles nationwide at One Stop convenience stores, part of the Tesco group.
The deal equates to 30 units of alcohol at less than 17p per unit. If Government plans for a minimum unit price of 50p were to come into force, it would mean the two-for-one deal would have to retail at £15.
Frosty Jack’s Cider is the second-biggest-selling take-home cider brand in the UK by volume and achieved growth rates in the off-trade of 40% in 2011, according to Nielsen figures.
Many in the on-trade believe MUP will benefit pubs by closing the price differential with the off-trade and supermarkets. The Government’s Alcohol Strategy proposes a ban on multi-buy promotions in shops and supermarkets covering deals including: two for one; three for the price of two; buy one get one free.
It would not affect drink discounts that are not linked to buying multiple bottles, so half price offers or cut-price individual items will not be affected as long as they are above the minimum unit price.
The consultation closed last month with a Home Office response expected later this year.
A spokesman for Aston Manor, which produces Frosty Jacks, said: “As a company we have no control over retail pricing in the off-trade and cannot compel retailers to sell a product at a particular price.”
He insisted the company was committed to the promotion of responsible drinking, but was against minimum unit prices as the evidence to support it was weak.
One Stop, which operates more than 600 stores nationwide, was unavailable for comment.
■ Send your pictures and report any irresponsible promotions to zn.rqvgbevny@jeoz.pbz
