Nearly 10% of Scottish stores are breaking Minimum Unit Pricing laws by selling Strongbow cider too cheaply, new data from insights firm In-Touch reveals, sparking a warning for shop owners breaking the new rules from the Scottish Grocers Federation (SGF).

New MUP laws in force since late September set the minimum price for Strongbow 10-pack at £12.87, but the data finds 8.2% of Scottish stores selling the product below £11.99, with a further 1.5% selling it for under £10.99 in the week commencing 7 October. Meanwhile, 19.3% of stores are selling the 10-pack between £13 and £13.99, higher than the new MUP. The figures, which are updated weekly, show law-breaking stores decreased from 14.3% in the week immediately following the new MUP’s introduction.

The same research also finds the Strongbow multipack in question was Scotland’s second most popular cider in the week analysed, and most popular large multi-pack. The Strongbow 10-pack was only beaten by high strength K Cider 4x500ml packs.

SGF and Scottish government publish MUP guide

The data also suggests the new MUP is harming sales of English cider brands, with In-Sight managing director Gerry Hooper saying: “Four of the best-selling cider brands in England have not sold in the majority of Scottish stores in the last six weeks – they are Omega White, Black Storm, Barnstormer Black and White Storm.”

While stickers are available for relabelling noncompliant PMPs, this plan has been criticised by some retailers, with Natalie Lightfoot of Londis Solo Glasgow saying: it “doesn’t look professional and will give stores a bad reputation.”

“It just takes once for a customer to say ‘you are overcharging me’, not knowing much about the law,” she added.

EXCLUSIVE: No plans for leftover MUP stock takebacks

Warning for retailers

Luke McGarty, SGF Head of Policy & Public Affairs, told Better Retailing: “It is essential that retailers comply with the new rules on MUP, and price marked items should be relabelled to the new minimum price straight away. Failure to do so will put your License and your business at risk.

The SGF continued: “Breaching the terms and condition of the premises licence and MUP constitutes a criminal offence and, if the situation isn’t corrected straight away, Licence Standards Officers and the police may also take steps against the responsible member of staff or licence holder.”

“SGF, with the support of the Scottish Government, has published a user-friendly Retailers Guide to MUP that explains all the dos and don’ts and provides clear advice on what you need to do to comply to rules. It is available free on our website, alongside our online MUP Calculator and printable instore posters. We have also called on the Scottish Government to continue its public awareness campaign, to ensure both consumers and sellers understand why prices have increased and how to meet the legal obligations,” SGF said.

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