Asda criticised for selling 50p lager

Asda has come under fire for selling bottles of Budweiser lager for less than 50p each, despite recently pledging to promote drinking alcohol responsibly.

/h/v/q/busweiser160.jpg

The supermarket is currently offering a deal on 24 300ml bottles of the lager for £11 – reduced from £15.98.

Asda partnered with drinks maker Diageo in August to launch a responsible drinking campaign, giving away 20,000 unit measuring cups to help consumers keep track of how much alcohol they were drinking at home.

It has also signed up to the Government’s responsibility deal to promote healthy lifestyles.

Professor Ian Gilmore, liver specialist at the Royal College of Physicians, told the Metro newspaper: “Again this is another example of a retailer on the one hand pledging to act responsibly while at the same time offering ridiculously cheap offers when buying in bulk.”

Last year Asda pledged it would not sell beer for below the cost of tax duty plus VAT after it was criticised for its discount deals. The supermarket also came under fire earlier this year for “glamorising” the alcoholic strength of one of its own-label ciders.

Asda did acknowledge the fall out of the specific Budweiser deal but says in a statement: “We’re as committed to our role as a responsible alcohol retailer as we are to providing affordable deals for our customers.”

The UK’s major supermarkets are currently in the midst of a price war in a bid to attract cash-strapped consumers into their stores.

Today (17 October) Asda is advertising in the press a money-back guarantee if its grocery shopping is found not to be 10% cheaper than Tesco, Morrisons, Sainsbury’s and Waitrose, plus £5 off consumers’ next £40 shop.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here