Alcohol Price Increase Hits Scotland
Scotland has unique rules for the marketing of alcohol which can make it difficult for brands seeking to run national campaigns.
Scotland recently increased the minimum unit price for alcohol by 30% as part of efforts to tackle deaths and hospital admissions linked to alcohol harm.
From 30 September 2024, the minimum unit price (MUP) rose from 50p to 65p. What does the cost increase mean:
Price change under the 65p MUP:
- Scotch whisky 40%: 700ml bottle will increase from £14 to £18.20.
- Vodka/gin 37.5%: 700ml bottle will increase from £13.13 to £17.07.
- Wine 13%: 750ml bottle will increase from £4.88 to £6.34.
- Beer 5%: 4x440ml cans will increase from £4.40 to £5.72.
- Cider 4.5%: 4x440ml cans will increase from £3.96 to £5.15.
Health Secretary Neil Gray said, “I have also asked that Public Health Scotland is commissioned to review evidence and options for reducing exposure to alcohol marketing.”
Reminder on rules around Alcohol Marketing
- As per the CAP Code, which applies across the UK, “Promotions must not be socially undesirable to the audience addressed by encouraging excessive consumption or irresponsible use.”
- When offering alcohol as prizes, particularly in large quantities, promoters should consider whether they are going to deliver this in all one go or offer vouchers that allow the winner to collect consignments of the product over time.
- Promoters must also take care not to use characters (real or fictitious) that are likely to appeal particularly to people under 18 years of age and be mindful about the selection of media and context in which ads for their promotions will appear.
- In Scotland and Northern Ireland there is a ban on any drink promotions that “encourage, or seeks to encourage, a person to buy or consume a larger measure of alcohol than the person had otherwise intended to buy or consume” and alcohol cannot be awarded as a prize unless it is in a sealed container and consumed off the premises.
- There are additional restrictions on discounts and special offers related to alcohol promotions. Promoters are therefore urged to seek legal advice before carrying out alcohol promotions in Scotland.
- • Where there is shared branding or cross-promotion whereby alcoholic drinks are inadvertently or intentionally promoted then the brand must comply with the rules relating to alcoholic drinks.
What do we recommend that brands do now?
Prioritise on-pack: Using on-pack promotions could help maintain engagement with your brand despite the higher prices.
Low or no: Due to the increasing prices and changing social norms, alcohol brands are creating low or no-alcohol versions of their products. These products are also governed by promotional laws, though less intrusive. This could be a great opportunity to launch a prize promotion in conjunction with a new product launch.
Check if you’re unsure: Laws and regulations are complicated to go through and keep up with, so check in with our legal team, who are experts on running alcohol promotions in different regions and will be there to help you stay compliant.
Recommended for you
10 Facts about Running Promotions in Italy
The running of ‘Promotions’ are taking off across the world not just…
2023: A Year of Innovation and Growth at PromoVeritas
A quick lookback at 2023 – a year in which PromoVeritas cemented…
Contact us to discuss your next promotion
Other ways we can
help you succeed
Delivery
Trust us to take care of every detail so your prize winners, wherever they are in the world, have a memorable brand experience and will tell their friends and family about forever.
Digital
Trust us to design and build engaging and memorable digital experiences for your audience anywhere in the world, we can roll out in multiple languages and countries, securely capture and manage first party data with data kill dates and right to forget support built-in.
Insights
Trust us to safely manage consumer PII and prepare actionable insights & learnings from your promotion to drive your business forward.
Legal Advice
Trust our lawyer and compliance team to draft lawful Terms & Conditions, translated when necessary and to brief you on the rules & regulations governing participating markets.
Promotional Expertise
Trust to advise you on the right promotional mechanic to meet your objectives – Win £ $ €, Enter a Game of Skill / Competition, Claim a Free Gift with Purchase – we know which lever you should pull and what can legally be run in-markets around the world.
