Page last updated at 00:02 GMT, Saturday, 23 January 2010

Supermarket alcohol promotions 'reduced'

Asda supermarket
The trend for fewer drink deals was most noticeable at Asda.

Supermarkets are reducing their promotions on alcoholic drinks, according to The Grocer magazine.

Research for the magazine showed that the number of deals on alcohol in January this year made up 22% of all promotions, compared to 26% last year.

Instead, offers on fresh food have risen. This year they made up 14% of promotions - while last year they represented only 11.5%.

The Grocer said the trend was most marked at Asda.

Drink deals there fell from 27% to 13%.

At Morrisons, promotions for fruit and vegetables were non-existent last January, while this year they made up 2% of offers.

A separate study for The Grocer showed that, on average, alcohol was selling for 2% to 5% more in the run-up to Christmas in 2009, compared with 2008.

The research comes as politicians consider introducing minimum pricing rules for alcohol as a way of tackling binge drinking.

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