Restrictions introduced two years ago were watered down after lobbying from the catering trade and tobacco firms.

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The catering trade is primarily interested in price, as are many consumers.

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The Value of St George Campaign was set up in the late 1990s with the aim of making businesses realise the financial benefits of celebrating St George's Day - particularly in the pub or catering trade.

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But there are now more than 30 supermarkets and cash-and-carry stores in Calais specifically catering for the cross-Channel booze trade, including outlets of Britain's biggest supermarkets, Tesco and Sainsbury.

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