Pubs have joined supermarkets and airlines by waging their own price war.
Braintree has become the centre of an intense struggle for pub-goers - with 34 town centre watering holes vying for custom.
And many pubs are now offering a range of special deal on food and drink which can only be good news for customers.
The average punter can now come to Braintree and pay 99p for a pint of lager and £1.60 for a double shot of spirits.
There has always been competition among High Street pubs in Braintree but the tempo has reached new levels with recent additions O'Reilly's and JD Wetherspoon.
And Braintree and District Licensed Victuallers' Association chairman Lee Millross said fierce competition had played a big part in six landlords deciding to leave their pubs.
In the last month the Angel in Bradford Street, the Wagon and Horses in South Street, The King's Head in Coggeshall Road, the Bird In Hand in Coggeshall Road, the King's Head in Bradford Street and the King William in Church Street, Bocking have changed hands.
Mr Millross, joint licensee of Flacks nightclub, said: "Many publicans have found it hard to compete with prices in other town pubs and are being forced out of business. Unfortunately, that's the nature of the game and there is nothing the BDLVA can do about it.
"Competition between pubs in Braintree is more intense than it has ever been. That's great for the consumer but it doesn't help the landlord at the mercy of his brewer."
JD Wetherspoon manager Steve Frain said the competition between pubs was good for the town.
He said: "Braintree has always been a small town but it is trying to build itself up to compete with Chelmsford and maybe Colchester.
"There used to be a pub on every corner but now there are two or three and that gives more choice.
"Low prices do attract people from other towns as well including Halstead and Witham."
Converted for the new archive on 19 November 2001. Some images and formatting may have been lost in the conversion.
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