NEW laws outlawing bulk buying discounts of alcohol have been dealt an immediate blow by supermarket giant Tesco.

The company, Britain’s largest alcohol retailer, has emailed thousands of customers north of the Border warning of the change in the law from tomorrow and to offer them an alternative means of purchasing cut-priced alcohol.

Up to 25% off normal prices are being offered if customers order online, with the promotion specifically addressed to Scottish consumers.

From October 1 retailers will be forbidden from offering a discount to the public buying alcoholic products in bulk as part of a Scottish Government campaign to tackle alcohol problems.

Tesco’s promotion comes weeks after The Herald warned that retailers would attempt to circumvent alcohol sales restrictions by expanding cross-Border online alcohol sales.

The SNP Government has said, since it announced plans for minimum pricing during the previous administration, that it was powerless to do anything about discount wine sold online from outwith Scotland.

Tesco is also not alone in promoting what retailers refer to as “home shopping”, with Asda, Sainsbury’s, Virgin Wines, Laithwaites, Majestic, Amazon and Marks & Spencer all selling wine online, quite often discounted with bulk buys and shipped from England.

But Tesco, which sells more than 30% of all off-trade alcohol in Britain, is understood to be the first to specifically inform patrons of online discounts in the face of not being able to provide its normal cut-price bulk buys in its Scottish stores.

The customer bulletin, advertising a half-price autumn wine festival, includes the message: “Important update for customers in Scotland. From 1st October all retailers of alcohol in Scotland cannot offer discounts on multiple bottles of wine.

“These changes in licensing laws, made by the Scottish Government, mean customers buying wine in store or with their groceries online will not be able to benefit from the usual 5% discount when they buy six or more bottles, or the promotion of 25% off six bottles or more.

“Great news! All orders placed at TescoWine by the case will still qualify for these discounts when applicable as your wine is dispatched to you from our distribution centre in Daventry, England.”

The move has generated criticism from alcohol awareness campaigners and the Scottish Government.

Jennifer Curran, head of policy, research and communications at Alcohol Focus Scotland, said: “This move today by Tesco, which encourages the bulk-buying of alcohol, flies in the face of its claims to be a responsible retailer. This is a blatant attempt to get round the law. Quite simply, this is big business putting profit before the health and wellbeing of the people of Scotland.”

Stephen McGowan, from the Law Society of Scotland’s Licensing Law committee, said: “As this Act will apply to operators in Scotland only, the society is concerned this change in legislation has the potential to create two separate markets within the UK for alcohol products. It could lead to shoppers purchasing in England and Wales to take advantage of savings not available in Scotland.”

A Tesco spokesman said: “We will, of course, be abiding by the new legislation in Scotland and indeed have been talking to the Scottish Government about how we can help it achieve its public health objectives.”

The Wine and Spirits Trade Association said: “Our members have consistently warned the Scottish Government its legislation on pricing and promotion of alcohol would do nothing to tackle problem drinking yet might encourage consumers to purchase alcohol from England, either in person or over the internet.”

Asda refused to say if it had any similar deals in Scotland at present. A spokeswoman added: “We offer everyday low prices on our products so customers will be able to get great prices on alcohol all year round, not just for a short promotion period.”

Sainsbury’s said: “We are making the changes to alcohol promotions in Scotland very clear for our customers both in store and online.”