Off-licence chain Bargain Booze is to pass on Chancellor George Osborne’s price cut on beer duty ahead of an Easter marketing push.

The retailer said it “will put £1m back into the pockets” of its customers after Osborne said in Wednesday’s Budget that Government is cutting duty by 1p and Bargain Booze will reduce its prices accordingly from Monday.

Based on sales of 100 million pints of beer in 2012, the move will save customers at the 600-store franchise retailer more than £1m, it said.

The retailer has also invested £500,000 in a week-long national television advertising campaign to drive sales. 

The company generated a 9.5% increase in sales from its last TV advertising campaign, which aired during the two-week run up to Christmas last year.

Its new Easter campaign aims to build on this with a new execution of the comedic TV ads, featuring Doreen, the star of the last ad, and to promote leading promotional offers.

The new 30-second advert will air during the break of Emmerdale on ITV1 on Monday.

Bargain Booze marketing director Adam Burnett said: “Our Christmas campaign was a big success for our franchisees. It drove footfall and increased sales across our retail estate.

“We’re extending the campaign with a second instalment of the advertising that worked so well the first time round. We expect it will build on what’s already been achieved and further raise awareness of our brand personality and the leading offers in-store over Easter.”