Seasonal price-cutting has cost the beer industry millions that could have been invested in innovation, according to InBev UK, supplier of number one beer brand Stella Artois.

Discussing the impact on InBev’s lager stable alone, Stuart MacFarlane, UK MD of take-home, said the average per-litre price of standard lager last Christmas in the multiple grocers was 6p less than in 1995, falling from £1.24 to £1.18.

For more details, see The Grocer tomorrow.