Kirby Wines & Liquors

Kirby Wines and Liquor advertises that they will match any locally advertised price on wine and liquor. I have taken in several sales ads from the [redacted] newspaper, and they have refused to honor them. Once I had an ad from the [redacted] and the manager told me that he could not honor the ad because the store was located in [redacted] I told him that I had previously brought in an ad from that store and it was accepted. The manager told me that whoever accepted that price match was wrong and should not have done it. Another occasion I brought in a local ad and the manager would not accepted it because he could not sell the [redacted] at that price and the store advertising that price must have used a different liquor distributor than Kirby Wines and Liquor. The latest time they did not honor their price match advertisement happened yesterday March 4, 2015. I brought in an ad for [redacted] $27.99 from [redacted] taken from Wednesday's [redacted] newspaper. The manager told me the lowest price they could sell it to me for is $30.00. I told him that they should honor what they advertise. He told me that Kirby Wines and Liquor could not sell it to me at that price because that is lower than what they paid for it, and that is against the law.Desired SettlementI would like Kirby Wines and Liquor to stop the false advertising that they will match any locally advertised price. They should place an ad in the [redacted] explaining that they really do not match prices and are sorry for not honoring their advertised policy in the past. They should state all the exclusions to their price match policy and applicable state laws that prevent them from doing so. Business Response Contact Name and Title: [redacted]Contact Phone: XXXXXXXXXXContact Email: [redacted]On behalf of Kirby Wines & Liquors, I would like to apologize for the confusion in our advertisement. Although we try our best to match any advertised price, unfortunately we can not always do so as it may violate state law. State law prohibits retailers from selling goods below our bottle cost. In addition; we can only attempt to match prices from other local stores within [redacted] county. Reason being, all local liquor stores buy the same types of products from the same local wholesalers. Outside the [redacted] county area, such as [redacted] stores use completely different wholesalers ; therefore I can not attempt to honor pricing from outside [redacted] County. Again we apologize and I take full responsibility for not making our advertisement as clear and to the point as it should be. Changes are currently being taken to ensure this does not happen in the future. Thank YouGeneral Manager.Consumer Response (The consumer indicated he/she DID NOT accept the response from the business.)I want to see the law that prohibits the sale below cost. How does a consumer know what their cost is? Their price match advertisement was false and misleading and there is a state law that prohibits that activity. Kirby Wines and Liquors' most recent ads in the [redacted] does state-(local ads only and no sales below cost)-but it is in such small print that most consumers would need to magnify it read the words.I would like to know the name of their wholesale distributor and their cost of the [redacted] Two local liquor stores sell it for less (regular price) than the 30 dollars Kirby Wines and Liquor told me it cost them. It may be best to simply stop advertising price matches and just state what's on sale in your store.