THE controversial cut-price deals come at a time when the British Medical Association (BMA) has called for the introduction of a minimum price per unit of alcohol, to address “high levels of drinking” across the UK.

Dr Vivienne Nathanson, from the BMA, said: “The scale of alcohol consumption in England causes significant medical, psychological and social harm and places a huge burden on the NHS. This is not caused by binge drinkers alone but is a result of the high level of consumption across the population.

“Alcohol misuse in England is a complex issue and there is no single answer. We need to tackle pricing, with the introduction of a minimum price per unit of at least 50p and higher taxation. We also need improved labelling and reduced licensing hours.”