Massive price discounting on alcoholic drinks by the big four supermarkets threatens to dampen independents' expectations of increased sales during the World Cup tournament next month.

The multiples' activity over the early May bank holiday saw Asda offering a £9 deal on beer 38p a can and small shops can expect to face a similar attempt to dominate market share before and during the competition in South Africa, which kicks off on June 11.

Ed Garner of industry analyst Kantar Worldpanel described the price rush as a "land grab". "They will be losing on every sale of beer and lager during the World Cup," he added. "It is a weird situation that as demand increases, the price goes down."

However, independent retailers were upbeat about the event. Paul Fisher of Fisher's in Gerrards Cross said the opportunity from the World Cup was "bigger than Christmas".

"I'm not too fussed by price promotions," he added. "For the tournament I think it will be availability and pos around the store that sells."