Health Minister brands 'allowance day' alcohol promotion 'a disgrace'

Health Minister Dr James Reilly has described as "a disgrace" an offer by a number of Centra stores targeting children allowance recipients with cheap alcohol promotions.

Centra has come under fire for the promotion which took place in four stores in north Dublin, Wicklow and Offaly.

The four shops had been advertising their 'children’s allowance day deals' to coincide with the first Tuesday of the month when the payment is made.

Under the tagline "make your money last" a number of items featured on the promotional flyer, including bread and pizzas.

However, the flyer also featured a 20-bottle case of Miller beer and a 20-bottle case of Budweiser, for €15 each, or two cases for €25.

Taoiseach Enda Kenny yesterday said the promotion was "exceptionally irresponsible".

Fianna Fáil senator Averil Power and Barnardos CEO Fergus Finlay were among those who criticised it, with Mr Finlay calling it "disgusting".

Róisín Shortall, the junior minister with responsibility for drug and alcohol policy, demanded that the promotion be dropped and said a new code of practice for business would help prevent such promotions from taking place in future.

In a statement, Centra said it had instructed the shops running the promotion to drop it, insisting it was not part of a national marketing plan or promotional strategy.

Minister Reilly today said Centra's parent company, Musgraves, had been in contact with his office, and he has been reassured that they are taking action.

"I think it's a disgrace and I fully support Minister Shortall in her condemnation of it," Minister Reilly said.

"But I do know from contacts through Musgraves who are the franchise owners that this is not an initiative that they undertook, but rather an individual, and he will be dealt with."