Supermarket giant ASDA hit the news after launching a new deal offering 24 bottles of Budweiser for £11 - around 46 pence a bottle or 15 pence per unit. ASDA are part of the Government's Responsibility Deal having signed up to pledges on alcohol, including on its advertising and marketing.
The supermarket had previously received attention for voluntarily introducing a 'below cost ban' before it was brought in by the Government. However news that 'cost' would be defined as duty + VAT appeared to confirm accusations that the ban would have little effect on the actual price alcohol could be sold for, and was widely confused with minimum pricing.
Outspoken MP Sarah Wollaston recently called for tougher Government alcohol policy, including a 50 pence minimum price - a policy widely supported by health groups by largely opposed by producers and retailers. Wollaston said "There is nothing particularly responsible about our "new responsibility deal". Of course it is good to have the drinks industry's co-operation but we should be setting the standards, rather than them."
Professor Ian Gilmore Prof Ian Gilmore, a liver specialist, condemned the ASDA deal in a Metro report: ‘Again this is another example of a retailer on the one hand pledging to act responsibly while at the same time offering ridiculously cheap offers when buying in bulk.' A Daily Mail article said even pubs or retailers would not be able to purchase drinks so cheaply when buying wholesale.
ASDA defended the deal stating 'We are as committed to our role as a responsible alcohol retailer as we are to providing affordable deals for our customers.’ The major supermarkets are reportedly embroiled in a major 'price war'.
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