Asda has been criticised for selling packs of Skol lager cheaper than the price of water, something opponents claimed is adding to underage drinking problems.
Alcohol Concern’s Don Shenker said that the deal – which sees four 440ml cans on offer for 90p – is encouraging binge drinking.
“These low prices have a real impact both on underage drinkers and on heavy drinkers from lower social groups,” he said.
He added that price is a large determinant on the amount of alcohol people drink and that Asda has to act responsibly in these situations.
Labour MP John Grogan called the move “irresponsible” and is leading a campaign against cheap drinks being made available in supermarkets.
But Asda responded by suggesting that it does take its role as a responsible retailer seriously.
“We believe that all our customers deserve value across the whole of the store,” a spokesman commented.
The Supermarket’s Evian water 750ml four-pack costs £2.91 by comparison (97p a litre).
Scotland’s Sunday Mail this week said that supermarkets are in some cases selling alcohol cheaper than it cost in 1983.
