The Association of Licensed Multiple Retailers (ALMR) has accused Sainsbury’s of selling alcohol at below cost price over the August Bank Holiday weekend.
The trade body has once again demanded Government action against supermarkets after Sainsbury’s offered 60 284ml bottles of Stella Artois lager for £20 – 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.
The criticism follows a long running ALMR campaign highlighting the low price of alcohol at rival supermarket chain Tesco.
Nick Bish, ALMR chief executive, said: “Stella was always ‘reassuringly expensive’. Well at Sainsbury’s it’s frighteningly cheap. It is disappointing to see it 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.”
In response, a spokeswoman for 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 positioning 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.”
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By Daniel Thomas
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