Publicans and off-licensees want supermarkets to be forced into effectively doubling their cheapest prices on popular products like beer.

The head of Ireland’s National Off-License Association (NOffLA), Evelyn Jones, said the government should go beyond its plans for a minimum unit price on alcohol to an outright ban on heavily-discounted sales.

In a move clearly targeted at the big supermarket chains, where cans of lager are routinely offered for below €1 each in bulk deals, the group called for a floor price of €1 “or more” to be introduced on every 10 grams of alcohol in a product.

That would put the minimum retail price of a 500ml can of beer with a 5% alcohol concentration at €2.