Chief executive officer Mark Hunter said in an interview with the Daily Telegraph that price-based advertising should only be allowed within 100 metres of a retail outlet.
“There is a code saying you can’t make a virtue our of alcohol strength,” Hunter told the newspaper. “Something that should be considered is saying you can’t make a virtue out of price.”
Hunter backed a ban on below-cost selling by supermarkets, and defined below-cost as a combination of VAT, excise and “a nominal cost of production”.
“I’d struggle to see why anyone would disagree with that and say I want to sell my brands below the cost of production,” Hunter said in the interview.