A real ale chain of pubs has extended its efforts to combat cheap, irresponsible supermarket booze deals.
The five-strong Head of Steam chain believes it can hit back at the take-home deals by offering customers quality bottled beers, largely unavailable in the off-trade, at a reasonable discount to drink at home.
The latest deal sees Head of Steam teaming up with Samuel Smith's brewery to offer 12 take-away bottles for £19.99 as part of its "Stuff the Supermarkets" campaign.
Boss Tony Brookes pioneered a token scheme over Christmas whereby customers get two take-away bottles free if they drink four pints in the pub.
The link-up with Sam Smith's is designed to "get the take-home trade the supermarkets can't get".
He said: "The great thing is Sam Smith's bottles are available in hardly any supermarkets.
"So if our customers want a drink at home of Sam Smith's brilliant beers, they can come to our pubs - where we sell the bottles to drink in at full price, or to take home, at a big discount if bought by the case.
He added: "Supermarkets can't sell real ale or real cider by the pint to take home, or in bulk for parties.
"If we keep building a range of products the supermarkets can't or don't sell, the pub trade will develop a powerful weapon to fight back at them in the drinks market."