Safeway customers could be forgiven for thinking they were the butt of what also appeared to be an April Fool's joke when the chain was selling a 12-pack of Boddingtons for the princely sum of £1.99.
At less than 17p a can, visitors to the south London branch were snapping up the bargain booze, only to learn that it was a one-off deal. Far from being the most ferocious example of beer discounting ever seen, the retailer was trying to flog off stock ahead of its expiry date.