Pub operator Spirit Group has entered into a war with supermarkets and off-licences by slashing drinks prices in some of its pubs.
The company, formerly the Punch Retail managed estate, has cut the price of "take-out" alcohol in 50 of its pubs up and down the country in a bid to "wrestle a slice of the £11bn market" from supermarkets and off-licences.
It is the first time that a pub company has challenged the off-trade head on and could prompt other companies to follow suit.
The Spirit local pubs involved are even offering a telephone service to give customers the chance to pre-order their drinks as well as allow for plenty of time to pre-pack the orders.
Local areas are being targeted with poster campaigns, displays and leaflets.
A spokeswoman for the pub operator said although the off-trade is increasingly being dominated by supermarkets, the market is expected to grow by 31 per cent by 2005 and the company is keen to grab a slice of the action.
Trade leaders have been concerned the increase in home entertainment and problems with public transport in some areas have led many pub-goers to stay at home to drink.
Spirit Group prices:
- Carlsberg Lager (440ml) cans: £2.89 for four, £14.99 for 24
- Carlsberg Export (440ml) cans: £3.29 for four, £17.99 for 24
- Tetley Smoothflow (440ml) cans: £3.29 for four, £17.99 for 24
- Stella Artois (330ml) bottles: £3.99 for four, £17.49 for 24
- Reef (orange and passion fruit, 275ml) bottles: £3.49 for four, £17.99 for 24.