Centra management has instructed retailers criticised for a 'Children's Allowance Day' promotion featuring cut-price alcohol to immediately withdraw it.
In a statement his lunchtime the retailer said the promotion, criticised as "shameful" by Fianna Fáil Senator Averil Power, was "not part of a national marketing plan or promotional strategy."
The promotion was carried out by four Centra stores - two in Dublin (Courtney's Centra East Wall and Fairview), one in Wicklow (Aherne's Centra Kilcoole) and another in Offaly (Leavy's Centra Tullamore).
The campaign saw the distribution of flyers headlined 'Children's Allowance Day Deals' and featuring a range of price promotions valid for today, tomorrow and Thursday.
Among the products on offer were 20 packs of Miller 330ml beer for €15, and a '2 for €25' offer on Budweiser 20-packs.
"Centra fully understands that the abuse of alcohol is a serious issue in Irish society and apologises for the promotion, which although isolated to four stores, is contrary to Centra's belief that retailers have a critical role to play in ensuring that alcohol is promoted and sold responsibly," the company statement said.
"Centra is today reminding all of its 462 retailers across the country to follow strict guidelines which are in place regarding the responsible promotion of alcohol."
Read more: Centra stores under fire for 'Children's Allowance Day Deals'.