Beer cheaper than water drives surge in supermarket drink sales

Posted on February 19, 2008 

Beer cheaper than water drives surge in supermarket drink sales

Supermarkets and corner shops now account for almost a third of all alcohol sold in Scotland, compared with only a fifth 25 years ago, according to the beer industry. Forty-one per cent of Britain’s beer is now bought in shops and supermarkets, compared to 33 per cent in 2000 and 30 per cent in 1986.
The shift away from bars has been driven by loss-leading supermarket prices – which have left beer cheaper than water – and the smoking ban, which has led to more consumers drinking at home.

Asda recently slashed the price of its own value-brand beer to just 22p for a 440ml can following similar moves from Tesco and Sainsbury’s. It puts the price of beer at 50p a litre (around 28p a pint). Own-brand water costs between 56p and 92p a litre, depending on the store, while own-brand cola costs between 56p to 65p a litre.

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