Cashiers at Asda are stopping adults from buying drink if they have their kids with them.
The company says the approach might be 'over cautious' but is better than risking prosecution for selling to under-age drinkers.
One mum who was TWICE stopped by checkout staff said it really should 'not be so difficult' for grown-ups to buy alcohol.
Tracey Trigg, 51, from Boston, Lincolnshire, was shopping with her 24-year-old son Josh when she was first refused service, and then with her 13-year-old daughter Ella. Both had been with her to help carry Christmas shopping.
"There can be no doubt in anyone's mind that I am old enough to buy wine and beer. These are legal products, it is not like I was trying to buy a caged wild animal," the mum-of-three told the Daily Mail.
She said because neither of her children had ID on them, she was not allowed to buy the wine or beer in her trolley.
"It really should not be so difficult for a working mum to be able to go and buy some drink for Christmas. My kids were just there helping to pack the trolley and bags. When I am carrying heavy things, I need the help."
She added that the store's policy made going through the till very stressful.
"Do parents have to start being devious and telling youngsters to wait by the front door while they put the shopping through the till?" she asked. "I am an adult and a mother. Why does a supermarket or the state feel they can tell me whether or not I can buy products that are legal?"
Asda has defended its policy, saying: "Although it may seem a bit heavy-handed, we don't blame our colleagues for being over-cautious.
"If they serve alcohol to anyone under the age of 18 the law says they will be held personally responsible and could be handed an on-the-spot fine.
"Where there is any element of doubt we support our colleagues to make the right decision. We are committed to selling alcohol responsibly."
Other supermarkets including Tesco, Sainsbury's, Morrisons and the Co-op, told the paper they also expected checkout staff to demand ID where a shopper appeared to be under 25.
This tweet sums up the response from Parentdish's audience.
@parentdish_uk OTT if u ask me...buying alcohol with your kids doesn't make you an irresponsible parent & no proof it's for them