The Department of Health have announced a second report detailing findings on the Public Health Responsibility Deal (PHRD) Alcohol Network pledge to remove 1 billion units of alcohol from the market by the end of 2015.
The report states that 1.3 billion units have already been removed from the market during 2011-2013, hitting the voluntary target well ahead of schedule. Although alcohol sales volume fell slightly (0.8%) during the period, an overall reduction in the average strength (ABV) of drinks removed 1.3 billion of the total 1.9 billion reduction. Reduced ABV beer and ciders accounted for the vast majority of units removed.
The report states that just over 52 billion units of alcohol were released for UK consumption in 2011, so removing 1 billion units would equate to a drop in consumption of around 2% which "should have significant public health benefits". However it may be noted that significant tax savings to producers may have been key to the agreement. In 2012 it was reported AB InBev would save up to £8.6 million a year in duty on off-trade sales alone by reducing Stella Artois, Budweiser and Becks from 5% to 4.8% ABV.
In 2011 the alcohol pledges committed to “foster a culture of responsible drinking which will help people drink within guidelines” in which removing a billion units would be done "principally through improving consumer choice of lower alcohol products.” Whilst the market for lower strength drinks has grown, most of the units are more likely to have been cut via drinkers unaware of a small reduction in the ABV of popular beers and ciders.
Assuming that the reduction will not be undermined by increased consumption or ABV in 2014 and 2015, the pledge is likely to be hailed as a key success for the Responsibility Deal and proponents of voluntary action over legislation. It was announced last year the labelling pledge was met, but other aspects have not been so successful. In 2013 Asda pulled its pledge to stop promoting alcohol in its foyers after other supermarkets had not followed suit.
Of most significance to opponents of the Responsibility Deal are claims that it has been a smokescreen for avoiding policies such as Minimum Unit Pricing (MUP). When it was first announced, six health groups walked out of the deal in protest of the pledges and process, with more reportedly quitting after the Government's MUP u-turn.
Despite this, new alcohol pledges were announced last year. The new pledges included agreements for some producers to stop super-strength drinks being available in large cans, and further actions on responsible display and promotion of alcohol for off-sales. For the on-trade, some pubs and bars will agree to have house wines below 12.5% ABV on offer and actively promote lower-alcohol products to customers.
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