Don't sell on price

Late last month I was talking to Michael Turner, chief executive of Fuller's. We were discussing the supermarket pricing issue and something he said stuck with me: "Selling alcohol on price is not responsible retailing."

I think it sums up the problem pretty neatly. It would be highly inadvisable for any pub to openly advertise cheap drinks prices - either on boards outside or in the media. Pubs have had to move fast to show they are responsible and advertising on price was one of the first things to disappear from a lot of pubs.

And yet the powers-that-be don't appear to bat an eye-lid to the off-trade doing it. From newspapers, to TV, to huge billboards; it is relentless. And here, an example from last Bank Holiday weekend - Sainsbury's offering a pack of Budweiser at half price (£7). How on earth are pubs supposed to compete against that kind of pricing and aggressive marketing?

Is it any wonder licensees begin to feel a little paranoid? Within three years they have seen beer prices rise, are about to watch the smokers who drink that beer leave their pubs, have seen their subscriptions to Sky rocket and energy prices soar. Then they are faced with an adversary in the form of the supermarket - working as hard as possible to coax people to stay in at night, rather than go out.

Some smart alec will respond to this by saying 'that's business'. Well it is - but it would be nice to do business on a level playing field.