A war of words has erupted between Makro and Carlsberg after the wholesaler announced it was axing one of the brewer's brands.
Makro has removed 275ml bottles of Carlsberg Export from its shelves to highlight the price gap between pubs and the off-trade, as part of its Love The Pub campaign.
It claims Carlsberg Export has "lost its equity in pubs" because it was being sold at £5 for 18 bottles in some supermarkets over Christmas.
Allard Sjollema, Makro's food buying director, said: "We do not think it is fair for some brands to be available in the supermarkets for less than 30p a bottle when pubs are expected to sell it for around £2.40 per bottle - eight times the price."
However Carlsberg branded the move a "PR stunt" and said it was disappointed to be singled out.
A spokeswoman said: "Retail prices are set by customers, not by suppliers, and the major grocers use heavy discounts across the drinks category including all the major premium lager brands to drive footfall at key times."
She also pointed to its new on-trade support initiative 'We Deliver More'.