Wetherspoon has launched a massive four-day fire sale of real ale as the pub chain seeks to get rid of as much of its stock as possible, before Thursday's new England-wide lockdown forces its sites to close for four weeks.
The drastic price cuts will see ale sold at just 99p a pint as it will go off long before Wetherspoon will theoretically be able to re-open their chains on December 2.
The second lockdown will be even harder for an already beleaguered hospitality industry as, while deliveries and takeaways will again be allowed, they won't be permitted to sell alcohol whatsoever.
The news has understandably been greeted with dismay across the sector, with CAMRA's National Chairman, Nik Antona, saying: "The second lockdown is a devastating blow for an industry that is already on its knees.
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"Pubs across the country have already invested thousands to reopen COVID-safe environments despite facing seriously reduced incomes."
They added: "We also need a clear route map out of lockdown which is based on evidence, otherwise we will see many pubs and breweries close their doors forever."
As news of Spoons' big boozy discount spreads it's likely their pubs will be mobbed by those eager to get a last-minute deal. However, speaking to The Sun, a source from the chain insisted that they wouldn't be wavering on the strict safety measures that they'd brought in to be able to operate during the pandemic.
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She said: "Now Boris has shut the pubs and we are left with full cellars and the real ale will not last a month and we faced having to pour it all away.
"The only sensible option was to split the difference and ask our real ale fans to come to our rescue and offer them our beer at 99p a pint.
"We will be doing them a huge favour and they will be doing us a huge one! Our doors close at 10pm on Wednesday so the challenge is thrown down.
The source added: "It has to be the best bargain in Britain and our customers will hopefully raise their pint glass and thank Boris for a pint that costs less than a quid.
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"So we hope our customers have some fun before the doors are shut and the beer pumps turned off - it will be the cheapest beer in Britain."
Cider and lager will remain on sale at normal prices as they will survive the lockdown.
For the first time in its history, Wetherspoon made a loss this year, with the pandemic the dominating reason for it, with city centre pubs in London trading the worst.
Featured Image Credit: PATopics: UK News, Pubs, Coronavirus