The price of beer hit a record low this week as Somerfield slashed the cost of a multipack of Carlsberg to £8.99.

The move has been widely condemned by brewers which fear the retailer has opened the floodgates for similar offers and year-round reductions.

Commenting on the 24-pack deal, a spokeswoman for Carlsberg-Tetley said: “Pricing is a retail decision, but this type of deep cutting is made with the store in mind and not the category. It is not what Carlsberg-Tetley wants, because we are trying to add value to the category.”

See this week’s issue of The Grocer magazine for the full story.