Supermarkets Launch Beer Price War Ahead Of The World Cup

Thu, 06 May 2010

 
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Supermarkets have launched heavy price cuts on packs of beer in the run up to the 2010 FIFA World Cup .

Asda has slashed the cost of 24-can multi-packs on a number of popular brands including Stella, Budweiser, Carlsberg Export, Boddingtons and Carling to just £9, which equates to 48p a pint - less than a fifth of what most UK pubs charge.

Tesco has introduced a £10 deal on cases of Boddingtons, Fosters, Stella, Stella 4 per cent, Strongbow, Corona and Budweiser bottles (20-pack) ahead of next month’s World Cup finals, while Sainsbury’s has lowered the price of 15-can cases of Fosters and Carling to £11.

Speaking to the Grocer magazine, a director of one major beer supplier said such low prices would see supermarkets making a loss of 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 (24-pack) cases for £16 as the World Cup gets nearer."

A spokesman for the British Beer and Pub Association also criticised the bargain basement deals, describing them as "irresponsible and indefensible".

"We call for the same robust action to be taken against the irresponsible promotion of alcohol by supermarkets as has been taken against pubs," he said.

"The law now bans irresponsible promotions in pubs and, as we have consistently argued, the same should apply to supermarkets, which sell over two-thirds of the alcohol drunk in Britain."

A spokesman for Asda responded by saying that the £9 offer was not related to any particular event and was just part of the company’s "ongoing mission to lower the prices of shopping for our customers".