Jean-Manuel Spriet, chief executive of Pernod Ricard UK, has blasted other wine suppliers for promoting misleading deals on wine in supermarkets.

“They [other wine suppliers] make the wines designed for sale at £3.99, introduce them at a higher price, and then bring the price down… They start at £7.99 and are discounted down to half-price, which is crazy,” he said in an interview with the Guardian.

He added: “Consumers know they are getting misled… they get used to it. At the end of the day, it just leads to the impoverishment of the wine trade.”

Meanwhile, the British Beer and Pub Association has called on the Competition Commission's inquiry into the grocery market to focus on the link between supermarket beer prices and binge drinking.

“Alcohol shouldn't be seen as a traffic driver. We'd like to see the same practices in supermarkets and the off-trade,” it said.

Last month Scottish and Newcastle accused multiple retailers of undermining responsible drinking messages, saying that it was worried about the impact of the major multiples' willingness to invest in cheap beer and cider prices in a bid to drive footfall.