The claims, which have been backed this week by 193 MPs in a Commons motion, have called on supermarkets and off-licences to "end irresponsible drinks promotions and agree not to use alcohol as a loss leader".
MPs are calling for supermarkets and off-licences to adopt a code of practice similar to the one imposed on the pub trade to prevent cheap alcohol deals, in a bid to tackle problem drinking among young adults.
According to reports, the Home Office and Department of Health are currently conducting a major review of policy into pricing policy, which could result in an industry clampdown on cheap alcohol promotions across major UK retailers.
A recent Competition Commission report claimed that the UK's four largest supermarket chains Asda, Tesco, Sainsbury's and Morrisons, sold £112.7m worth of beer, wine and spirits at below cost price during last summer's World Cup. Tesco was claimed to have sold around £91m of the total, and it has since disputed this figure.
In some instances, supermarkets were selling alcohol at a cheaper price than bottled water, with Tesco's own brand cider priced 34p a pint compared with 50p a pint for San Pellegrino bottled mineral water.
Similarly, Asda ran a June promotion on Carlsberg lager of 20 cans for £20 in selected stores; undercutting pub pint prices by around £2.
Tesco has defended criticism of its alcohol pricing practice, arguing that many southern European countries sell alcohol cheaper than UK levels but do not have a binge drinking problem.
A spokesman for Tesco said: "It's far too simplistic to suggest that low prices and promotions lead to problem drinking.
"It is worth remembering that in Britain, alcohol is often more expensive than in the Mediterranean countries where they do not have the drinking culture problems sometimes experienced in the UK."
Tesco added that it "strongly support[s] responsible drinking groups such as Drinkaware.co.uk, and are constantly reviewing and strengthening our strict policies designed to prevent the sale of alcohol to minors."