The supermarket booze price war is "rapidly degenerating into a punch-up", claims Mike McGee, md of the Landmark buying group. And he said the group's disagreement with Bud brewer Anheuser Busch was continuing (The Grocer, November 11). He claims the beer company's investment in his sector is minuscule compared with the gap in sector pricing. "Our embargo continues because we cannot offer customers a competitive package." Landmark's row with Anheuser-Busch comes as the multiples continue to shave the price of cases of key beer brands Carling and Foster's. In the last fortnight prices have dropped slowly from £12.99 and settled at £12.94. Retailers are also focusing on Kronenbourg 1664. Its 24 pack of stubbies is down to £7.99, which compares with Sainsbury's private label stubby Bières des Moulins at the same price, with six extra free. And as the price war hots up, Bass claims to have taken measures to protect the cash and carry trade and prevent independents from buying the multipacks in the supermarkets and selling the cans separately, by marking the cans "not for resale". Sales director John Holberry said: "Tesco and Asda are competing to offer the lowest prices but they are making no margin. They see it as a device for driving footfall at Christmas. This is about creating the perception in consumers' minds about which stores offer the best deals." He added Carling and Tennent's 12 packs were available to independents at £6.99 which was competitive with the multiples' big packs. "There are deals in the cash and carries which will help them drive footfall as well. I expect the price of competitors' brands to be lower than ours and our volumes will suffer, but we cannot go any lower." Scottish Courage marketing director Brian Sharp said: "I don't expect the prices to go any lower. There is no real need for it. "Tesco cut its prices early because it wanted to build consumer loyalty in October. People don't buy for Christmas in October and November. It is not necessary to drop prices to these levels. Hopefully we will pick up consumer trial on Kronenbourg with prices like these. Last year they did it to Stella, now it is Kronenbourg's turn." {{NEWS }}