This deal is worth €5m in retail sales and will increase Carry Out stores nationwide to over 60 stores with a turnover of more than €100 million. The three new stores are located at Ballinacurra, Castletroy and St. John’s Square with all the original Champers staff jobs secure.

Tom Desmond, MD of GWL Group who operates the Carry Out Franchise said: “The current staff and customers in these areas will benefit hugely from the involvement of the Carry Out brand. The staff will undergo rigorous training in how to sell alcohol responsibly and be trained professionally using the WSET Wine Academy training. This level of customer service will ensure that our customers get the expert attention that is needed through the Carry Out brand while visiting the same local store. All of our stores are based on local operators serving local communities.

Limerick people in Ballinacurra, Castletroy, St. John’s Square and Alandale, our first store in the county, will know they can buy alcohol responsibly between the hours of 10.30am to 10pm 7 days a week in a Carry Out store,” he said.

Carry Out is Ireland’s leading supplier of wines, beers and spirits, offering options to suit every taste bud and wallet with an annual turnover in excess of €100 million. More than 600 people are employed throughout the store network.

“Control and responsible selling of alcohol is vital if we are to curb underage and binge-drinking here,” said Mr Desmond. The GWL Group operates the Carry Out off-licence franchise, the largest independent off licence group in the country with more than 600 people employed in 60 outlets nationwide and a turnover of €100 million.

“We have a situation at the moment where alcohol in some cases is next to children’s drinks and even the sweet counters at some shops and garages and can be paid for with the rest of the groceries at a till where untrained people are operating,” he said.

“This has seen a proliferation of outlets that sell alcohol, but it is not conducive to responsible selling. Untrained people in an uncontrolled environment, selling below-cost alcohol is a deadly cocktail when it comes to over consumption and alcohol abuse.

“Segregated Areas for alcohol, dedicated counters to purchase and properly trained staff with a licence to prove it are the clear ways forward to promoting the safe and responsible consumption of alcohol,” the Carry Out chief added.

His remarks form part of his company’s submission to the Government Advisory Board on Alcohol.

Mr Desmond also said that peer pressure was a major factor in underage drinkers being able to obtain alcohol illegally and said GWL was in favour of making the age limit over 21 for those selling in the off trade.

“The problem when you have people as young as 18 selling alcohol is many of their friends are underage and they can be put under terrific pressure to sell. By ensuring that only people 21 and over can sell you are taking away this peer pressure,” he said.

Mr Desmond also attacked what he called the contradictory messages going out on consuming alcohol. “We would like to see a ban on all below-cost selling – it is totally at odds with Government policy on alcohol. One the one hand we are seeing an industry and Government at one on campaigns to educate people to drink responsibly and then on the other the consumer is being bombarded with messages urging them to buy ‘12 cans for the price of six’. It just doesn’t make sense,” he said.

He also said that the penalties for people who buy alcohol for underage drinkers should be rigorously enforced. “We are calling for a mandatory minimum penalty for this offence – and for total enforcement of this law.”