2. Price discounting

The impact of restricting the discounting of alcohol products at off-licences has been studied. Results in the UK showed that annual consumption would fall by 3% in Scotland and 2.8% in England, if a total off-licence discount ban was imposed. The policy was estimated to cost an average of £11 per drinker per year and affected wine prices the greatest. Polices that restricted the percentage of discounting permitted had smaller effects on consumption.