Retailers could be forced to look beyond beer to drive footfall this Christmas as brewers warn stock levels will be too low to support price wars.

Suppliers are working flat out to replenish stock following summer shortages triggered by retailers increasing orders by up to 300% to meet demand during the unusually hot weather.

Although multiples’ sales forecasts for the festive season have already been agreed, brewers will be unable to provide volume to support additional last minute discounting, which last year resulted in Somerfield hitting a record £8.99 low for a case of Carlsberg.

For more, see this week’s issue of The Grocer.


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