James Wilmore

Storm brewing over price of Heineken at the Olympics

By: James Wilmore - 31 May 2012 15:18

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Us Brits love a good whinge. And when it comes to the price of beer, we’re world class.

The media knows this and has picked up on the fact that a bottle of 330ml Heineken will cost GBP4.20 at this summer’s Olympics. Or as the good old Daily Mail pointed out GBP7.23 a pint. Admittedly, for those that argue beer is a democratic drink, partly because of its price, this isn’t very democratic. 

A spokesman for Heineken gave us this statement: "Whilst we would expect pricing for a premium beer such as Heineken to be comparable with prices at other prestigious sporting or events venues, we have no control over retail pricing which is a matter for LOCOG and their catering partners."

So, over to Olympic organisers, LOCOG. Paul Deighton, chief exec said the prices were “comparable to other major sporting events”. He added: We believe that our prices are more than comparable to those found at other major sporting events, which because of their temporary nature are often more expensive than the high street.”

Oh well. At least at that price, it might deter binge drinking - another obsession among parts of the UK national media... 

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