Alcohol is too affordable

The clear association between price and consumption is illustrated by the fact that one in four North Easterners have considered drinking less to save money.

Alcohol is 44% more affordable today, in relative terms, than it was in 1980 and it’s no coincidence that average UK consumption has doubled over the last 60 years. In 2007 there was nearly enough alcohol sold in Great Britain to enable every man and woman to exceed recommended guidelines for men.

Affordability is a significant motivation when it comes to purchasing and consuming alcohol. Alcohol price surveys conducted by Balance show that alcohol is sold across the North East for pocket money prices which is driving many people to drink to excess.

In the North East, we know that:

• Alcohol is sold for as little as 12p a unit, enabling: 
   
• A man to drink at his recommended daily limit (3-4 units) for just 48p and weekly limit (21 units) for just £2.52.
   
• A woman to drink at her daily limit (2-3 units) for just 36p (considerably less than the price of a can of leading cola) or weekly limit (14 units) for £1.68.
   
• A 440ml can of own brand lager is sold for 23p.
   
• Two cans of lager can be purchased for less than the price of a can of leading brand cola.
   
• A four-pack of own brand lager, containing the daily recommended limit for a man, is being sold for less than £1.
   
• A 70cl bottle of vodka containing 26 units of alcohol (more than the recommended weekly limit for a man) is being sold for as little as £8.47.
   
• Branded vodka is being sold for 32p a unit/shot – less than a can of brand cola.
   
• A can of leading brand lager is being sold for less than £1.
   
• At these prices and armed with the average British pocket money of £5.89, an individual could purchase eight litres of cider, containing 33.6 units – enough for a man to drink more than the recommended limits everyday of the week.