Beam Global Spirits & Wine has become the third major alcohol company to announce it is to stop deep discounting this Christmas.

Its declaration that it plans to move away from the practice as much as possible follows similar statements of intent from Diageo and Pernod Ricard last month. Both said they intended to curb the heavy discounting that traditionally affects the category over the festive season.

Beam general manager Drew Munro said he wanted the company to build on its performance last Christmas when the average selling price in store increased for the first time in five years. "We certainly didn't see as many deep-discounts in spirits last year and we hope that continues. We've already put through a number of price increases this year without so far seeing a negative impact on volume."

Munro said the company would be concentrating on its Courvoisier Cognac this season, with gift-packs and a promotion with Schweppes.