Alcohol Action Ireland has said the “exceptional affordability” is supporting Ireland’s “harmful use of alcohol”.
A new survey from Alcohol Action Ireland (AAI) has found that an adult man consuming alcohol within the HSE low-risk guidelines can drink his weekly low-risk limit of 17 standard drinks for as little as €7.65.
Research from the independent group, who aim to reduce alcohol harm, also found that an adult woman drinking within the HSE guidelines can reach her weekly limit of 11 standard drinks for around €4.95.
The AAI said the findings confirm the “exceptional affordability” of alcohol to everyday shoppers and reaffirm the need for the commencement of the minimum pricing of alcohol products, which is set to be introduced in Ireland in January 2022.
The new rules will ensure that a standard drink of any alcohol product cannot be purchased in Ireland for less than €1.
The Price Survey, conducted in July across four nationwide locations, shows that cider products remain the cheapest and strongest alcohol products available to the off-trade consumer.
Beer products are the second cheapest ahead of wine and spirits like gin and whiskey.
The survey found that 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)
The AAI said that 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).”
Head of Communications at AAI Eunan McKinney said in a statement: “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.
“With a minimum pricing regime to be introduced for 2022, it is evident that the alcohol producers and retailers are already shifting their marketing strategies to ensure retention of key price points.
“What this may result in is lesser multi-unit packs and perhaps a greater prevalence of smaller volume units such as 440ml cans or 500ml spirits products.”
In Ireland, a standard drink is 10 grams of alcohol. The Public Health Alcohol Act sets the minimum price for a gram of alcohol at 0.10c, with 10 grams equalling €1.
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