Supermarkets in England and Wales will be banned from selling alcohol at below cost prices from April of this year under proposals published by the Government yesterday.
The ban is designed to “…prevent businesses from selling alcohol at heavily discounted prices and aims to reduce excessive alcohol consumption and its associated impact on alcohol related crime and health harms”.
The move is designed to stop “loss leader” deals found in many UK supermarkets where wine, beer or spirits can be bought for less than it would cost the retailer.
Low-strength beers that have an alcoholic content of 1.2% or less will not be hit by the ban.
Crime prevention minister Norman Baker said: “Banning the sale of alcohol below duty plus VAT will stop the worst examples of very cheap and harmful drink. It is part of a wide range of action we are taking, including challenging the drinks industry to play a greater role in tackling alcohol abuse.”
The ban on ultra-cheap alcohol will come into effect on 6 April.
The rules will also apply to sales through reward cards and to staff on a discount basis.
© 2014 - European Supermarket Magazine by Enda Dowling
