BOSSES from two East Lancashire breweries have blasted low-cost drinks promotions in supermarkets.

Sue Allen, commercial director at Thwaites, said grocers selling drinks at below-cost price ‘cheapened brands’ - despite brewers relying more on shop sales as pubs close down.

And she was backed by David Grant, managing director of Moorhouse’s in Accrington Road, Burnley.

The comments come after Tesco, Britain’s biggest supermarket, backed minimum pricing of alcohol and admitted binge drinking was blighting the country.

Last month, a leading supermarket and Tesco rival was selling 20 440ml cans of Stella Artois for just £9 - equivalent to 45p a can.

In recent years, Thwaites, based in Penny Street, Blackburn, has adapted its business model so more of its sales come from bottled ales sold in shops and supermarkets, with pubs contributing less.

But ruling out bargain offers, Mrs Allen said: “I believe our ales are premium and we are not interested in these sorts of promotions.

“If we are approached for a promotion, we may get involved in ones where they encourage people to buy a few different products.

“But we will not do these below-cost price ones because I think it cheapens the brand and it is detrimental to the value of the company name.

“We are simply not in that marketplace.”

The bargain offers were a reaction by drinks firms to the ‘decline’ in popularity of lager, she added.

Meanwhile, Mr Grant said: “Nobody should be allowed to sell anything below the price of duty.

“We sell a quality product which we want people to buy and therefore it should not be undersold.”

Yesterday, Tesco chief executive Sir Terry Leahy said his firm, Europe’s biggest grocer, would support Government plans to place controls on alcohol sales.