Supermarket promotions and discounts on alcohol increase sales by 25%

An investigation conducted by Alcohol Focus Scotland has revealed that promotional offers on alcohol by the major retailers dramatically increase both sales and frequency of customer return.

Alcohol Focus Scotland approached a number of the major supermarket and off-sales chains to request information on
customer spending patterns when alcohol products are sold at reduced prices or through special offers such as ‘3 for 2’. Very few provided information, but of those who did, the findings show a clear link between off-sales promotions and how much alcohol people buy and therefore consume:

• Sales increase by 20-25% when promotions are run

• Customers who buy on promotions tend to beheavier spenders than average

• 83% of customers who purchase alcohol on promotion will return for a second purchase

• Largest uptake is among those doing their weekly shop between Friday pm and Saturday am

• Wine is the most popular promoted alcohol product

Jack Law, Chief Executive of Alcohol Focus Scotland said:

“We are not a nation which is known for storing or ‘laying down’ drink. It is not unreasonable to assume from this exercise that alcohol promotions, as is the case in the on-trade, will contribute to excessive and dangerous drinking at home.

For too long the major retailers have been putting profits before their social responsibilities by selling alcohol at ridiculously low prices and encouraging customers to purchase more than they intended via clever promotions. Alcohol is a very different product from any other - a special offer on bread or milk is not going to cause harm to individuals and communities the way a special offer on alcohol can. These irresponsible practices must be curbed when Scotland’s new licensing legislation comes into force, otherwise the health and social problems relating to excessive drinking will continue to escalate.”

AFS has begun discussions with some retailers who appear to be beginning to recognise this problem, but the blank denial of many is disappointing. AFS is asking for the sector to acknowledge that it too contributes to Scotland’s drinking problems and to work alongside us to establish what they can contribute to resolving them.”

Dr Peter Rice, Consultant Psychiatrist with Tayside Alcohol Problems Service said: “In my work helping people overcome alcohol problems, the issue of people avoiding high risk situations is a crucial one. In general, our clients don't expect the world to change to suit them, but one issue which is frequently raised is that of display policies in supermarkets. People plan carefully to avoid the ‘drink aisle’ but the display of alcohol outside these areas can catch people unawares and create problems. Alcohol is not an ordinary commodity; it is a drug which causes considerable and increasing harm to our communities. It has to be treated with respect and with appropriate safeguards, and the needs of those tackling alcohol problems should be given due consideration.”