A leading trade association has hit out at Tesco for its hypocrisy at promoting below cost selling of alcohol last Bank Holiday weekend. The Association of Licensed Multiple Retailers (ALMR) has openly criticised the supermarket chain’s promotion of 20 bottles of Carlsberg Export for £7.49 and their tagline “Carlsberg don’t do price promotions, but we do”. Nick Bish, chief executive of ALMR, said: “We doubted Tesco’s intentions in February and over the Bank Holiday weekend we were conclusively proved right. Their Carlsberg promotion is unacceptable and in complete contrast to the highly responsible approach to drinks pricing adopted by Britain’s pubs and bars. “This is probably the most hypocritical offer in the world! We hope Tesco will start practising what they preach and adopt a more responsible approach over the next Bank Holiday weekend, later this month.” The comments came as an ALMR opinion poll revealed that 85% of peers in the House of Lords recognised the importance of local pubs to communities across the UK.