The drinks price war in the run-up to Christmas is heating up, with both Sainsbury and Tesco undercutting Asda on beer.
Sainsbury is offering two cases of beer for £18, covering Guinness, Stella Artois, San Miguel, Carlsberg and Foster’s, until November 8. The deal is £2 cheaper than Asda’s deal, announced last week, in which two cases of various brands are on offer for £20 for 12 weeks.
Ben Wheeley, Sainsbury’s beer buyer, said: “Our current ‘two for £18’ deal is highly competitive and spans a wide range of products, offering the best choice in the market. It provides a great opportunity for customers wanting to stock up in time for the Christmas period.”
Tesco, meanwhile, is offering a deal on just one pack of beer, with 20 cans of 440ml Stella Artois going for £9.99 until November 8. This works out at £1.14 pence per litre, against Sainsbury’s Stella deal at £1.36 per litre. Asda’s deal equates to £1.51 per litre.
The undercutting is likely to cause concern in the brewing industry. Brewers were outraged earlier this year when Somerfield announced its beer price promotion - believed to be the lowest ever in retail - when two packs of Carling, Stella Artois or Carlsberg Export were offered for £14. That put Stella Artois on offer for £1.06 per litre.
Elsewhere, ale producers are keeping a close eye on prices. Bill Simmons, off-trade sales director for Fuller’s, said: “It would concern us if this kind of price cutting moved over to premium bottled ale, but so far we seem to have been immune.”
Sainsbury is offering two cases of beer for £18, covering Guinness, Stella Artois, San Miguel, Carlsberg and Foster’s, until November 8. The deal is £2 cheaper than Asda’s deal, announced last week, in which two cases of various brands are on offer for £20 for 12 weeks.
Ben Wheeley, Sainsbury’s beer buyer, said: “Our current ‘two for £18’ deal is highly competitive and spans a wide range of products, offering the best choice in the market. It provides a great opportunity for customers wanting to stock up in time for the Christmas period.”
Tesco, meanwhile, is offering a deal on just one pack of beer, with 20 cans of 440ml Stella Artois going for £9.99 until November 8. This works out at £1.14 pence per litre, against Sainsbury’s Stella deal at £1.36 per litre. Asda’s deal equates to £1.51 per litre.
The undercutting is likely to cause concern in the brewing industry. Brewers were outraged earlier this year when Somerfield announced its beer price promotion - believed to be the lowest ever in retail - when two packs of Carling, Stella Artois or Carlsberg Export were offered for £14. That put Stella Artois on offer for £1.06 per litre.
Elsewhere, ale producers are keeping a close eye on prices. Bill Simmons, off-trade sales director for Fuller’s, said: “It would concern us if this kind of price cutting moved over to premium bottled ale, but so far we seem to have been immune.”
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