Pernod Ricard, Beam Global Spirts & Wine and Diageo are in talks with supermarkets to stop seasonal 'buy one get one free' promotions in the UK, according to reports.

The companies, which have recently struggled to compete with UK retailers marking down prices, were cited by industry press late last week as having appealed to supermarkets to commit to a single price point and ban the 'buy one get one free' trend.

Diageo GB sales director David Smith was cited by The Publican as saying: "This year we are recommending retailers choose a single price point for promotion and support throughout the season."