Licensees warned: 'stay responsible'

Licensees and pub operators have been warned against complacency as the Government looks to probe irresponsible drinks prices by supermarkets.

The on-trade has been advised not to take its foot off the pedal amid suggestions that it has successfully combated cheap promotions.

The warnings come in the wake of the National Alcohol Strategy, which finally threatens to tackle drinks deals by supermarkets.

The strategy statement also stresses that the on-going campaign to clamp down on underage sales will be stepped up.

"While we would welcome the supermarkets' arrival at the coal face, it's important the on-trade keeps its eye on the ball because we are still in the Government's gun-sight target," warned Association of Licensed Multiple Retailers chief executive Nick Bish.

And Federation of Licensed Victuallers Associations boss Tony Payne urged pubs to redouble their efforts to consolidate the good work carried out so far. "We are still seeing silly £10 all-you-can-drink deals and various two-for-one offers so we cannot afford to relax our efforts. Test-purchasing will also be stepped up and one day the result will be that premises that fall foul of the law will be closed down."

Marston's Inns & Taverns managing director Derek Andrew said: "Things will not get any easier for pubs and there may well be more challenges once more details of the Government's strategy have been revealed."

Admiral Taverns joint managing director Lynne D'Arcy said: "While early results of the current test-purchasing round are encouraging, licensees have to remain on their guard.

"And while supermarket pricing is to be investigated, hosts should not feel they are off the hook."

Daniel Thwaites retail director Paul Howarth said: "It's good news the supermarkets are in the Government's radar, but pubs will continue to be in the firing line."