I find it amazing and rather disturbing how the supermarkets are allowed to sell well-known lagers at giveaway prices.
I saw in the Morning Advertiser Coors were moaning about their small profit margin but if they want to give the beer away to the supermarkets it is their own fault.
I also believe in a fair playground situation, where the supermarkets tell the brewers what they want - eg normal off-licences cannot purchase packs of 18 or 20 and at the moment the cheapest I can buy Carlsberg is at £10.99 plus VAT per pack of 24 at 50cl size.
To try to encourage people away from the big boys I am selling it at £5 per eight to try to get more people into the shop.
I am sure if other off-licences could purchase and retail like the supermarkets we would all be better off.
All suppliers are insistent that retailers set prices, not them - though†it is hard to believe they are unaware of plans to heavily discount their brands. Ed.