Jumbo supermarket took full-page advertisements in newspapers on Monday claiming Heineken isn’t delivering enough crates of beer, according to NOS.

The brewer says that it cannot meet demand, but Jumbo writes in the advert: ‘We suspect that there is also another reason. Heineken thinks that we have been offering the crates to you too cheaply, for too long.’

It suggests its clients choose boxes of beer instead, or a crate full of some other brand of beer, which is ‘fortunately’ not hit by supply problems.

A spokeswoman for Jumbo told NOS it is considering legal action to get deliveries restarted, saying it informed Heineken of how many crates it needed before starting its latest promotion.

Heineken replied that the cause was a temporary delivery problem, saying retailers are ‘pretty late in filling us in about promotions and pricing.’