Sainsbury’s increases price of 150 beers and ciders by up to 10p a pint
SAINSBURY’S has increased the price of 150 beers and ciders by up to 10p a pint in a sign that bargain booze has had its day.
The Big Four supermarkets — also including Tesco, Asda and Morrisons — have long used cheap alcohol to lure customers.
The hope is they will then spend on more profitable groceries.
But analysts say budget rivals Aldi and Lidl have changed the game.
Brewing costs have also risen after a poor barley harvest in Europe.
The Grocer trade journal reports Sainsbury’s raised the prices on 150 different bottles and cans of booze in the 12 months to last weekend.
Single-serve 660ml bottles of Heineken and Pravha lager went from £1.85 to £1.95.
And 500ml bottles of Guinness, London Pride and Old Speckled Hen got 5p dearer at £1.85.
Multipacks of Peroni, Foster’s and Coors Light are also more expensive.
Sainsbury’s said it was “committed to providing our customers with great quality and value”.
But a spokesman said: “Prices can fluctuate up and down thanks to a number of factors.”
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But a spokesman said: “Prices can fluctuate up and down thanks to a number of factors.”
Beer consultant William Simmons told The Grocer that Sainsbury’s was passing on cost increases.
They included barley, transport, bottle making, labelling and packaging.
Another source said: “I think what you’re observing is a business chasing the bottom line, accepting the fact that the top line is never going to grow. You either trade hard and hope it drives footfall — which hasn’t worked — or you say we’re going to attract our core consumer and hope we make money out of these items.”
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