Price hikes for wine, spirits, beer are calling time on binge drinking

The cost of spirits, cans of beer, and bottles of wine will increase under health measures designed to reduce binge drinking and the harmful effects of alcohol.

Prices for a bottle of vodka and a can of beer could rise by more than a half, depending on the level of alcohol in each product.

Health Minister Leo Varadkar defended the new minimum pricing structure saying that it would save lives, reduce disease and prevent accidents. But he conceded the suite of measures under the Public Health (Alcohol) Bill would not be passed before the general election.

The far-reaching reforms will outlaw the promoting of alcohol near schools, playgrounds, or on public transport. Breaches of advertising, sponsorship and the promotion of alcohol will be subject to criminal prosecutions for the first time.

The glamorising of alcohol or its promotion to children will also be banned. The promotion of alcohol will also be limited to 20% of advertising in sport stadiums.

Separately, shops will have to have sectioned off areas or special cabinets when selling alcohol, while there will also be a 9pm watershed for drink advertisements on television.

Warnings about the harmful effects of alcohol consumption in general and during pregnancy will also be included in advertisements.

Mr Varadkar said the changes, particularly the minimum unit pricing, were designed to stop Irish people drinking excessively and came after five years of debate on the legislation.

“This is life-saving legislation. It will result in reduced obesity, fewer cancers, less people attending emergency departments, fewer assaults, fewer suicides, reduced absence from work places and less accidents and public order offences.”

The minimum unit pricing model will see drink charged at a minimum 10c per gram of alcohol. Under the plans, the average bottle of wine (12.5%) would cost €7.40, a can of beer (5%) would be €1.97 and a bottle of whiskey (40%) would be €22.09.

But in some cases, prices will be significantly higher for consumers. Department of Health analysis shows the cost of a Tesco bottle of vodka would increase from €12.99 to €20.71, while a can of Heineken could go from €1.17 to €1.97.

Mr Varadkar admitted that the legislation would not make it through both the Dáil and Seanad before the election is called. However, Fine Gael would promise to implement the changes — if returned to power, he said.

He said there was also a three-month approval period for the European Commission and therefor the new measures may not come into play until the middle of next year and be phased in after that.

Separately, the European Court of Justice will make a ruling on December 23 over a challenge by the drinks industry in Scotland to similar minimum pricing measures there.

Mr Varadkar said this was expected to approve the Scottish measures.

The minister said that any court challenge by the drinks industry would be fought. “If there are, we will be ready for it.”

He admitted there had been strong lobbying against a full ban of drinks adverts at sporting events but that this could be revisited at a later stage.

The minister said one of the chief reasons for the new rules was to stop young people buying cheap alcohol. Promotions on alcohol would also be restricted.

The National Youth Council welcomed the measures, saying the evidence showed that alcohol advertising had a huge influence on the age people started to drink and the amount they consumed.

Vintners and off-licence representatives said the changes would lead to more responsible sales of drink.

Employers body Ibec said the changes would not tackle serious alcohol misuse, would penalise consumers and businesses who employed people throughout the country.

But doctors and health specialists welcomed the moves.

Professor Frank Murray, president of the Royal College of Physicians, said the changes would target young people as well as problem drinkers who consumed lots of spirits.