Waitrose has made a move to combat pre-loading by stopping the sale of 35cl bottles of branded and own label vodka across its 33-strong Little Waitrose convenience store estate. According to M&C Report’s sister publication The Grocer, the self-imposed ban is part of a new pledge by the retailer to the Government’s Responsibility Deal and will cost the company over £5,000 a year in lost sales. It said that the products it was taking off its shelves had been “traditionally associated” with the issue of pre-loading.