Interbrew has praised the multiples for bringing stability to the beer market in the run-up to Christmas, in particular for their two cases for £20 promotions.
Stuart MacFarlane, MD for take home at Interbrew UK, said it was the first time he could remember three of the big four supermarkets offering similar multi-case beer deals.
“This undoubtedly led to greater stability of Christmas pricing because there was not as much jostling for the best deal as previous years,” he said.
He added that there was also evidence supermarkets were using other categories, such as confectionery, wine and liqueurs, to drive shopper footfall.