A Pak'nSave in Christchurch has canned a promotion that sold Hardys moscato wine for $3.99.

Backlash from alcohol safety groups, including the National Addiction Centre, resulted in the special being pulled.

Alcohol safety groups have said the promotion was a cunning ploy given the in-store marketing didn't mention the wine was low alcohol.

Comments have also been made about the importance of alcohol pricing in discouraging excess drinking.

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Antoinette Laird, spokesperson for Foodstuffs, which owns Pak 'n Save, said the special had only been available at one store. The wine was just 6 per cent alcohol.

The wine is roughly half the strength of normal wine and contained about 3.5 standard drinks.

"This promotion was a local one run solely by this particular store on a low alcohol wine," Laird said.

"We contacted the store and they have removed the promotion. We do take our responsibility as a retailer very seriously."

In 2014, the Ministry of Justice looked into a minimum price of $1 and $1.20 per standard drink, finding that the former would save society $318 million over 10 years, while the latter would save $624 million over 10 years.

It noted that minimum pricing would affect low-priced drinks, but raising the excise tax would be a stronger tool for changing consumer behaviour because it affected the prices of all alcoholic drinks.

But the report recommended holding off considering a minimum price until 2019, so the effects of the 2011 reforms can be more accurately seen.