Brewer Molson Coors has refused to bow to supermarket pressure and sell its brands at prices dictated by the giant retailers.
Scott Wilson, the brewer's director of public affairs, said: "We have said no to some of the supermarkets. I believe we are the first to say no to the prices they were demanding."
Wilson made the claim when addressing the Society of Independent Brewers at its annual conference in Stratford-upon-Avon today (4 March).
He went on to say Molson Coors was totally committed against supermarkets selling alcoholic at levels below the tax and duty thresholds, but added: "We can't set the prices that supermarkets put on our products even if they are below what they paid us."
He said the biggest challenges facing brewers was reconnecting with consumers over cask ale. Wilson remarked: "43% of cask ale drinkers do not drink cask ale when they go to a pub."
He also said cask ale was failing to attract younger drinkers. "In 2001, 18% of all consumers were men under 35. In 2008, the figure had dropped to less than 10%."