Supermarkets selling alcohol for cheaper than 25 years ago

Oct 5 2008 By Norman Silvester

SUPERMARKET chiefs were attacked yesterday for selling booze at 1980s prices.

A Sunday Mail investigation has revealed the shocking truth about alcohol pricing.

Asda are selling a red wine for £2 a bottle that would have cost £2.15 in 1983.

If the price had been increased in line with inflation, the wine should be costing £5.42 a bottle.

Experts believe bargain booze is costing the country millions of pounds by fuelling violence and drink-related illness.

Alcohol Concern's Frank Sodden said: "Cheap promotions in supermarkets are one of the major reasons why adolescents who drink can afford to do so at far greater levels than in the past.

"Until the Government gets serious about making alcohol less affordable, it's hard to see how we can protect young people and other vulnerable groups from cheap alcohol and risky drinking."

The SNP Government have vowed to press on with moves to raise the age limit for buying drink in shops from 18 to 21 despite MSPs voting against Justice Secretary Kenny MacAskill's plan last week.

Cheap across-the-counter booze is also damaging the pub trade and bar bosses say the pricing policy is encouraging stay-at-home binge drinking. Paul Waterson, chief executive of the Scottish Licensed Trade Association, said: "The big four supermarkets are charging pocket money prices for alcohol. They are using them as loss leaders to get people to buy other groceries.

"We are turning into a nation of stay-at-home boozers - sitting in our armchairs getting sozzled on cheap wine. The bar trade just cannot compete.

"We know that young people now get drunk at home on cheap drink then come into town later at night.

By then they are in a terrible state and we have to pick up the pieces." Our wine price comparison was based on an advertwhich appeared in the Sunday Mail on October 2, 1983, for the now defunct Templeton supermarket chain.

According to the Government's Retail Price Index (RPI), the cost of living has risen by 152 per cent since that ad was published.

But average wages have climbed by 300 per cent - meaning people have more disposable cash to spend on drink.

In 1983, Templeton offered a bottle of French red wine for £2.15. Today, Asda are selling a similar own-brand Italian red for £2.

Templeton's were also offering Mateus Rose wine for £2.89. Last week Sainsbury's was charging £4.21 - an increase of 32 per cent. According to the RPI, it should now cost £7.28.

In 1983, a bottle of Smirnoff vodka was £6.45. Asda were last week charging £9.98 - an increase of around 33per cent. But its real price allowing for inflation should be £16.25. Tesco were charging £6.54 for a bottle of their own-brand vodka, just 9p more than Smirnoff cost in 1983.

In 1983, a can of Tennent's Lager was 39 pence. In Morrisons last week the same can was selling for 72p but allowing for inflation it ought to be 98p.

The Scottish Government wants to ban under-21s from buying alcohol in off-sales, establish a minimum price of a unit of alcohol, have separate booze checkouts in supermarkets, ban special offers and restrict alcohol advertising.

The Tories led the move to defeat the under-21 move on Thursday.

MacAskill said: "The 'drinking to get drunk' culture in Scotland has clearly not been helped by the fact that booze is, in real terms, cheaper now than it was 25 years ago.

"We have suggested some bold measures to tackle this culture."

Asda last night insisted their cheap deals are not to blame for binge drinking.

They said: "Our low-alcohol sector is growing at 14.2 per cent.

"We believe our shoppers are adults and should have access to good value products."

BARGAIN BOOZE:

We compare 1983 booze advert to today and reveal what drink should be costing if the prices had risen in line with inflation.

Baileys Irish Cream

1983: £5.49

2008: £7.20

Should cost: £13.23

Tennent's Lager

1983: 39 pence

2008: 72 pence

Should cost: 98 pence

Gordon's Gin

1983: £6.59

2008: £9.98

Should cost: £16.60

McEwan's Export

1983: 42 pence

2008: 91 pence

Should cost: £1.06

Harvey's Bristol Cream

1983: £3.25

2008: £7.72

Should cost: £8.84

Famous Grouse Whisky

1983: £7.25

2008: £11.21

Should cost: £18.15

Smirnoff vodka

1983: £6.45

2008: £9.98

Should cost: £16.25

Whyte & Mackay whisky

1983: £6.59

2008: £12.98

Should cost: £16.60

SUNDAY EMAIL

n.silvester@sundaymail.co.uk