Asda ends below-cost selling

22 July, 2010

Asda has become the first retailer to unilaterally end below-cost selling of alcohol.

Chief executive Andy Clarke has written to Home Secretary Theresa May saying the supermarket had introduced a policy of no sales of alcohol below the cost of duty and VAT, according to the Yorkshire Evening Post.

The paper quoted the letter as saying it was a “fist step” towards selling alcohol in a more responsible way in the UK.

The move means a bottle of Smirnoff will never cost lower than £10.49

Clarke said in the letter: “We accept that the way in which alcohol is sold to the public needs to change.”

Clarke said he supported a “floor price for alcohol below which it would be illegal to sell,” and added: “Words count for nothing without actions to back them up”.

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