Supermarket Criticised for Sale of Cheap Alcohol

Iceland has been criticised for selling bottles of cider which contain more than a week’s alcohol allowance for just £2.75. The supermarket chain’s decision to sell Frosty Jack’s – a strong cider containing 22.5 units of alcohol – has been heavily criticised in nearly all quarters, with crime victims, doctors, ministers and police chiefs all critical of the decision, which they label as ‘deplorable and highly irresponsible’.
The cider is cheaper that the price of a pint in the pub, and offers drinkers a cheap way of drunk. Iceland are not alone in facing criticism for the sale of cheap alcohol, with Asda, Morrisons, Tesco and Sainsburys all criticised for cutting prices on beer, wine and spirits, which are sold at very low prices .
Critics have said Frosty Jack’s cynically targets youngsters, who will be able to buy the cider at ‘pocket-money prices’ according to critics. The 7.5 per cent alcohol cider works out at 12p per unit in Iceland.
Iceland have countered the claims and say they are only following the lead of other supermarkets . The chain also pointed out that they have reduced the maximum amount of alcohol customers may buy at any one time to 36 litres.