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Choice:
A: Pay a tiny amount more up front if you drink responsibly, in order to try to slow down irresponsible drinkers buying large quantities of supermarket offers by restricting what their budget can afford;
or
B: http://news.bbcimg.co.uk/media/images/53011000/gif/_53011087_alcohol_304.gif
Spend it later through your tax funded NHS, in addition to the huge overpriced carpark fees while visiting friends and family in agony in hospital.

No guarantees that A will work - but surely worth a try?

What we're doing now is clearly NOT working, and you never change a strategy by doing more of what has failed.

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