Minimum price unlikely to cut alcohol consumption

The research suggested that only around one in five adults would buy less alcohol if a minimum price was set.

Overall, 52% of those who responded to the survey, carried out by ex-Deloitte director Tim Wilson, said they would either spend more on drinking the same amount or look for cheaper alternatives.

Around 26% revealed they would drink the same and spend more, 9% said they would look into finding ways to buy alcohol at cheaper prices, and 10% confirmed they would switch to cheaper brands.

The issue of the price of alcohol was raised earlier this year when Sir Liam Donaldson, chief medical officer for England, called for alcohol to be set at a minimum 50p per unit.

Prime Minister Gordon Brown distanced himself from Sir Liam’s comments, saying the Government did not wish to penalise the majority of sensible drinkers.

Scotland is currently debating introducing a minimum price.

Mr Wilson, who worked in the food and drink division of Deloitte, publishes a quarterly study - the Wilson Drinks Report - based on industry trends and consumer attitudes.

He said: “We are yet to be persuaded that minimum pricing would actually work as intended.

“Research suggests consumers will either take the hit on price or simply switch to a cheaper alternative. Minimum pricing is obviously good news for the Government as higher retail prices will yield additional VAT.”

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