Price and Promotion 


The low price of alcohol is a key driver in our drinking culture.

Evidence clearly shows that price increases can reduce alcohol consumption across all drinkers, and especially among harmful drinkers.

Increasing the price of alcohol is likely to be the MOST EFFECTIVE way to reduce harm to the most vulnerable groups in society. It is a policy which is most aligned to achieving social justice and fairness in society.

Price can be altered through a number of ways:

  • Setting a floor price for which alcohol can be sold (also called Minimum Unit Pricing)
  • Increasing the excise tax on alcohol
  • Prohibiting or restricting alcohol promotions (e.g. happy hours, discounts)
  • Reducing the density of liquor outlets to decrease competition

Promotion (including supermarket areas of alcohol display)

Alcohol retailers use numerous strategies (including discounting and other promotions) to encourage customers to purchase their products. New Zealanders buy a large proportion of their alcohol when it is being discounted.

New Zealand's new liquor laws require that all supermarkets and grocery stores desribe one area within their stores where alcohol will be displayed and promoted.

In this section, you will learn more about the importance of increasing the price of alcohol and reducing the promotion of alcohol. By advocating for price increases, you can make the biggest difference to alcohol harm in your community for generations to come.