By Francesca Mold
Supermarket aisles could turn into a beer battlefield from tomorrow as new legislation offers drinkers the promise of a price war.
The Sale of Liquor Act opens the way for supermarket beer sales, as well as bringing the drinking age down to 18 and introducing Sunday trading.
The supermarkets will fight among themselves and with liquor retailers for market share - and that will be good news for drinkers.
Supermarket operators have refused to reveal the price of beer brands before sales begin, saying they do not want to tip off competitors.
But industry sources have suggested that the standard prices on some brands could be undercut by up to $3 for a dozen cans or bottles.
One source said beer prices were likely to leap all over the place as companies adjusted to the opening up of retail markets, but would eventually stabilise.
The chief executive of Foodstuffs, Hugh Perrett, said his company was not looking to start a price war, "but if one developed we would get into it."
Liquor outlets have said they will watch supermarket sales closely, but they believe their prices will stay competitive.
Mr Perrett said his company's supermarkets, Pak 'n Save and New World, would stock most domestic brands and some imported beers.
Supermarkets in New Zealand take in $225 million every year from wine sales and the beer figure is expected to reach $375 million. That would put it about $130 million higher than bread, which is the present number one supermarket commodity.
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