Pernod Ricard UK chief executive Jean-Manuel Spiret said his competitors are making wines intended for sale at£3.99, but then introducing them at the inflated price of£7.99, before reducing the price to£3.99 and claiming to be offering half-price bargains. Spiret told the Guardian that suppliers were doing this under pressure from powerful supermarket buyers.
All the big supermarkets have denied the claims, saying all the wine they sell is worth its full-price value.
A survey found that£3.99 was the 'magic threshold' price for a bottle of wine, and 60 per cent of new world wines were being sold for£3.99 or less.
Last month, Scottish and Newcastle, the UK's largest brewer, accused the big supermarkets of irresponsibly selling alcohol at below cost to attract more shoppers. The complaint has been filed with the Competition Commission, which is investigating whether the UK's leading supermarkets abuse their domination of the sector.
Typically, a pint of Fosters lager costs 66p in a supermarket, compared with an average of£2.25 in pubs and bars.
No comments yet