Sainsbury's and other supermarkets in the UK town of Reading have been forced to stop selling alcohol during World Cup matches, particularly when England is playing, following an advisory letter from the local council. The move, which saw alcohol aisles cordoned off during England's first group game against Croatia, has sparked discussion about public safety and responsible retailing.
Reddit Post Reveals Aisle Cordoned Off
Eagle-eyed football fans on Reddit spotted that the alcohol aisle in a branch of Sainsbury's in Reading had been sealed off during England's match against Croatia. A notice displayed in the store read: "Due to a request from the police this store will be restricted from selling alcohol for some periods during the World Cup and in particular when England are playing. Sorry for any inconvenience caused."
Council Confirms Responsibility
Reading Borough Council has now confirmed that it, not Thames Valley Police, was responsible for sending a letter to local retailers urging them not to sell alcohol during the games. A spokesperson for the council stated: "We work hard to support businesses in Reading year-round, while ensuring the safety of our residents. As has been the case in previous major football tournaments, an advisory document from Reading Borough Council Licensing has been supplied to local licensed premises, reminding them of the licensing objectives that are to be supported, with a focus on prevention of serving drunk individuals, reducing likelihood of drinking in the street and reducing the risk of public order offending."
Advisory Measures and Pub Support
The council described the letter as a "common-sense advisory piece of work" to prompt thought by licence holders, underpin responsible alcohol retailing, and remind them of their role in the wider picture. The council's team also engaged with the national PubWatch Scheme to support pubs throughout the World Cup, including explaining the government's relaxation of licensing hours during the tournament, forwarding resources, reminding them of steps to assist with later game times, and offering further support if needed.
Impact on Retailers and Public Reaction
The restriction has affected Sainsbury's and other off-licences in the town, leading to temporary closures of alcohol sections during England matches. The council emphasised that the measure aims to reduce the risk of public disorder and ensure safe environments for residents watching the games. The advisory letter, while not legally binding, has been followed by major retailers like Sainsbury's, highlighting the influence of local authority recommendations on business operations during high-profile sporting events.
