Supermarkets plan Easter price wars

Supermarkets are hotting up for an Easter beer price war despite last week's responsible retailing rhetoric.

Last week, Tesco said it wants to raise prices but could only do so if the Government allowed discussions with competitors without the risk of accusations of price fixing.

This week Tesco is selling 24 x 440ml cans of Strongbow for £10 - 42p a can - and 24 x 440ml cans of Foster's for £15.

Asda, which last week said it would not sell booze after midnight, advertised its offers in The Sun - two crates of 18 x 440ml cans of John Smith's, Carling, Stella Artois, Carlsberg or Foster's for £16 - 44p a can. Asda said it disagreed with Tesco that legislation was needed to raise prices.

Meanwhile, Morrison's advertised in the Telegraph offering customers two cases of 20 x 275ml bottles Stella Artois or Becks for £15 - 32p a bottle.

Sainsbury also has an offer on two cases of 20 x 275ml bottles of Becks for £20 and has 15 x 330ml bottles of Stella Artois for £7.49.

"The supermarkets have got to make a commitment to not sell below cost and there is no reason why someone as big as Tesco can not do that individually," said Association of Licensed Multiple Retailers chief executive Nick Bish.

"Supermarkets are happy to make statements on plastic bags, but it is more important they make a statement on selling alcohol below cost. They must find an alternative way to add value for customers."

Macclesfield-based multiple operator Guardian Leisure's Mike Rowlands said: "When will the on-trade pull together and help stop this? This irresponsible pricing is going to hurt us all when the Government is persuaded to put up all alcohol prices."