Supermarkets offer cut-price alcohol deals despite backlash

Taoiseach Bertie Ahern expressed his own personal unease at the weekend about discount drink, saying certain types of cut-price offers need to be banned. In three weeks’ time the government’s Alcohol Advisory Group is to report to Justice Minister Brian Lenihan about the sale and consumption of alcohol. But an Irish Examiner investigation can reveal retailers are still selling heavily discounted drink — despite the industry’s own watchdog condemning such deals in the past.

In the run-up to St Patrick’s Day, Tesco is selling 24 cans of Bud Light 500ml for €24 — a saving of €19.68 or 45%. Last year, the Mature Enjoyment of Alcohol in Society (MEAS) industry watchdog ruled against Tesco’s “Buy 12 Get 12 Free” offer on Guinness and Budweiser. The offer was the equivalent to a half-price deal. This week, Dunnes is selling half-price wine and offering eight cans of Carling 500ml for €10.98 while Lidl is knocking 25% off Stella Artois.

Marks and Spencer is adverting 20% off beer, wines and spirits and is offering a further 10% discount on purchases of six bottles. Yesterday, MEAS, which is funded by the drinks industry, warned retailers they must abide by the “spirit and the letter” of the code of practice on promotions. Chief executive Fionnuala Sheehan said: “Our guidelines [to the industry] are very detailed and they do go into what is a responsible promotion. “A promotion that did fall foul of the MEAS code during St Patrick’s Festival last year was Tesco’s ‘buy 12 get 12 free’ offer.” The promotion encouraged “immoderate consumption” and broke the MEAS rule about encouraging binge-drinking.

Over the weekend Mr Ahern spoke out about Ireland’s binge-drinking culture: “Both supermarkets and smaller outlets, including many petrol stations, are frequently involved in heavily promoting alcohol products in their advertising. “We need to look at licensees being prevented from selling alcohol below-cost. Certain types of special offers should also be stopped.”

Last year a European Commission report, entitled Binge Drinking and Europe, found 54% of Ireland’s adult population were binge-drinkers, regularly consuming the equivalent of four pints of beer or more during a session. The rate of binge-drinking in Ireland compares unfavourably to Nordic countries like Sweden where 11% of the population are binge-drinkers. The percentage of Irish men and women classed as heavy drinkers is 57% and 49%.

Yesterday, Tesco said its “24 cans for €24” deal on Bud Light was not a St Patrick’s promotion but was an occasional offer of the kind normally run at a number of its stores.

Discount drink: Stores selling low-cost alcohol products

TESCO
Bud Light: 24 cans (500ml) for €24 — save €19.68.
Blackthorn cider: four 500ml cans for €5 with 13.5% extra free.
Fosters: two packs of eight 500ml can for €20, save €3.90.

SUPERVALU
Guinness: 12 cans (500ml) for €18.99.
Carpatia 5.3% lager: six bottles (500ml) for €10.
Stella Artois: 18 bottles (33cl) for €18.99.
Miller lager: 20 bottles (33cl) for €17.99.

DUNNES
Stella Artois: €1.99 for a pint (568ml) can but €1.98 for a 500ml can.
Miller and Budweiser: 20 bottles (33cl) for €19.99.
Wines: two for €15 as well as 50% off.

M&S
Beer, wines and spirits: 20% off plus an extra 10% off purchases of six bottles.

LIDL
Stella: 20 bottles (25cl) for €11.99
Budweiser: 12 cans (500ml) for €18.99
Becks: 12 bottles (275ml) for €9.99.
All prices checked in stores yesterday.

Source:
Irish Times, 12/03/2008
Paul Kelly, Consumer Correspondent