Blog: Chris Brook-CarterBeer in the UK – It’s war … again

Chris Brook-Carter | 11 October 2004

UK supermarkets are already gearing up for a Christmas beer war. Retailers are planning to cut prices by up to 10%, according to the Daily Express, with the price of crates of 24 cans of lager set to slide to as little as £7.99 – or 33p a can.

The discounts follow a summer of poor weather in the UK, which has left large stocks of unsold beer.

With supermarkets planning discounts in the run-up to Christmas, the Express said, wholesalers have predicted that this would add fuel to the fiercest price war for 20 years as customers shop around for the best bulk deals.

With the issue of binge drinking still hitting the front pages on a daily basis over here, the Portman Group told the paper that it was worried by the message supermarkets were sending out.

A spokesman told the Express: “We would like to see retailers include sensible drinking messages at the same time as slashing prices. When running promotions like these, it’s best if they make it clear that a crate of 24 cans is for sharing or consumption over a period of time and not to drink all at once.”


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