Pubs are bars are seeing their responsible drinking endeavours undermined by supermarket pricing, which one industry body has dubbed “gross irresponsibility”.

According to the Association of Licensed Multiple Retailers (ALMR) the big four supermarkets (Tesco, Asda, Sainsbury’s and Morrison’s) sold £112.7m of beer, wines and spirits below cost during the World Cup last year – citing findings by the Competition Commission.

Nick Bish, chief executive of the ALMR, said: “These are astonishing figures and demonstrate to us the gross irresponsibility of those companies who have this ‘sell it cheap’ policy that completely disregards the end use of the alcohol they sell.”

“Pubs and bars are twice licensed - the building and the servers have to be trained and fit-for-purpose – and these are the best places for responsible drinking. We don’t need our customers to arrive on our doorsteps already fuelled with cheap supermarket booze.

Bish called on supermarkets to commit to more “socially acceptable” pricing and work with the on-trade to promote responsible consumption.

Pubs operators have consistently stated that the combination of self-regulation and government red-tape has made them the most responsible places to consume alcohol, most recently after proposals for an investigation into drinks pricing by the Home Office and Department of Health were unveiled in June.

Industry denies it's to blame for UK booze culture >>

Setting minimum alcohol prices won't combat binge drinking >>

ALMR chairman Alex Salussolia to slam under-age drinking laws >>

Licensing round-up >>

By Christopher Walton

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