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The continuing price war means the big brand stores are slashing the price of booze, hoping to lure customers with deals on wine, spirits and champagne.
According to Off Licence News, Tesco and Sainsbury's are offering 25 per cent off all wines and some lucky Morrisons customers can even cash in with half-price champers.
In fact, heavy discounts on alcohol can be seen throughout the big four supermarkets. As well as their 50%-off champagne deal, Morrisons has cut the price of the big brand spirits to just £10, while Asda are clearly hoping to catch customers' eyes with a £3 wine promotion.
The latter insists the deal is a limited offer and is only to make way for new products but such early Christmas deals are likely to spark further criticism over the supermarkets' cut-price alcohol deals.
"We led the industry in agreeing not to sell alcohol below the value of duty and VAT, and we'll continue to lead on this issue."
All very well, but these early offers are also of major concern for smaller, independent retailers.
As Richard Genders, from the Bottle Stop in Cheadle, warned: "It's ludicrous, and it's a spiralling effect. It's not even Christmas, what's going to happen in December? It will all start again."
What do you think - are the supermarkets being irresponsible by offering such cheap booze or will you be taking advantage ahead of the Christmas rush? Leave your comments below...