Tesco sells out as Christmas price slashing begins
Published:  17 October, 2008

Beer prices are heading south in the

run-up to Christmas as the major retailers slash prices on major brands in response to concerns over consumer spending power.

Tesco posted the biggest promotional price cut with cases of 18x27.5cl bottles

of Carlsberg Export being sold for just

£5 - a third of the regular price.

Many stores had sold out of promotional stock by the weekend after the offer was advertised in the national press under the banner of "Britain's biggest discounter".

Tesco also had 15-packs of Carling, Foster's and

Stella for £10, while the same size packs were just £8 in Morrisons in

a deal also advertised in national newspapers and on TV.

Sainsbury's was selling two 15-packs of Carlsberg banded together - a total of

30 cans for £14.99.

It also knocked

£10 off 24- can

cases of Stella Artois, at £10.99, and £6 off 18-can cases of Guinness and 20-packs of Grolsch.

Graham Page, Nielsen beer market analyst, said: "Quite clearly, as a result of the second non-summer in succession there is a fair amount of stock floating around in the marketplace.

"Take-home sales are holding up but there are still some very competitive price†points.

"We could be looking at one of the most heavily contested Christmases ever as far as pricing is concerned. I can't see any alternative.

"Every retailer knows that if they don't compete with the opposition they're going to be exposed."

Page said the growth in sales ≠experienced by discount retailers would also be a factor in the weeks ahead.

"They're selling shedloads of unbranded products, some of which are very good," said Page.

The deals came in a week when 41 MPs signed an early day motion expressing concern that Asda was selling Skol lager at 90p for 4x44cl cans and calling on the government to "look at the pricing policy of beers in supermarkets as opposed to public houses".

The motion was tabled by Tory MP Nigel Evans.

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