A Survey conducted by Alcohol Action Ireland (AAI) confirms the exceptional affordability of alcohol to every day shoppers.
According to the group, the findings 'reaffirms the necessity for the commencement of minimum pricing of alcohol products (Jan 2022) that will ensure the strongest, cheapest alcohol is eliminated from the market.'
The independent advocate for reducing alcohol harm, has today (17 August) published its annual Off-Trade, (which excludes licensed premises) alcohol price survey.
The research showed that an adult male, consuming alcohol within the HSE low-risk guidelines can drink the weekly low-risk limit (17 Standard Drinks) for as little as €7.65.
An adult female, consuming alcohol within the HSE low-risk guidelines can drink the weekly low-risk limit (11 Standard Drinks) for as little as €4.95, AAI said.
Pricing Strategy
The survey highlights a sophisticated pricing strategy for alcohol across the Irish Off-Trade market, which enhances affordability at all levels of retail experience (supermarkets, convenience stores and neighbourhood shops), and the value of the Irish Off-Trade shared amongst a small number of major retail operators.
Commenting on the findings of the 2020 survey, Eunan McKinney, Head of Communications at Alcohol Action Ireland (AAI), said, “The affordability of alcohol from off-trade businesses, across a retail landscape dominated by a handful of major players, continues to sustain Ireland’s harmful use of alcohol."
"Whether drinkers are seeking the greatest purchasing power in discount supermarkets from Thurles to Terenure, or convenient stores from Waterville to Walkinstown, our survey highlights that exceptionally affordable alcohol is ever-present in every community across Ireland," she said.
Rate Of Compliance
Dr. Sheila Gilheany, CEO, Alcohol Action Ireland, commented, “The unsatisfactory rate of compliance by retailers to match the regulations of the Public Health Alcohol Act, after having been afforded a two-year transition, is deeply disappointing. It demonstrates, yet again, an unwillingness of those hyper selling alcohol to respond to the spirit of public health initiatives."
"A generational shift in attitude towards alcohol can be achieved in Ireland but only if those at the heart of its commerce, act in manner that is compliant with the law,” she added.
Price Survey
The Price Survey conducted between 12-28 July, across four nationwide locations, two urban and two regional towns, highlights that cider products remain the cheapest, strongest alcohol products available to the off-trade consumer.
Beer products are the second cheapest ahead of Wine and Spirit products, such as gin and whiskey.
The survey noted significant hyper-discounting of beer, while premium spirits continue to press beyond the threshold of the pending minimum pricing regime.
The Irish consumer can spend as little as:
0.45c for a standard drink of cider (0.44c, 2020)
0.46c for a standard drink of beer (0.52c, 2020)
0.56c for a standard drink of wine (0.59c, 2020)
0.68c for a standard drink of gin (0.69c, 2020)
0.63c for a standard drink of vodka (0.62c, 2020)
0.68c for a standard drink of whiskey (0.62c, 2020)
© 2021 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more Drinks news click here. Click sign up to subscribe to Checkout.
