Alcohol regulation plans feel heavy handed, especially as consumption falls

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This week’s cover image illustrates a perfect storm for Britain’s Biggest Alcohol Brands. Never has that description been more apt. As our feature illustrates, the booze industry is facing a litany of costs, from EPR to duty changes and Trump’s tariffs.

In the few days since that was written, yet more pressure has been piled on a sector that’s worth nearly £22bn to retail. Medics have called for mandatory cancer warnings on packaged alcohol. And perhaps more worryingly, a leaked version of the NHS 10 Year Health Plan shows an alcohol advertising ban is on the cards.

Rather than a full ban, it’s likely to mirror restrictions on HFSS food and drink. But we don’t yet know the extent of those restrictions, nor what will be in its scope (Sheffield City Council famously included low & no variants in its alcohol ad ban).

More Britain’s Biggest Alcohol Brands:

The proposals are designed to curb harmful drinking – a laudable aim. But rather than a nudge towards moderation, the sheer number of proposed curbs on alcohol – which has also faced calls for minimum unit pricing and restricted selling hours – is veering more towards prohibition territory.

The approach feels particularly heavy-handed at a time when alcohol consumption is already falling. Shoppers have bought 30.4 million fewer litres of the top 100 booze brands in the past 12 months. What’s more, low & no variants have proven a bright spot in many portfolios. Asahi, Birra Moretti, Captain Morgan, Gordon’s and Guinness are just some of the brands to enjoy substantial growth of their 0% lines.

As our columnist Mike Coppen-Gardner of SPQR pointed out last week, coming down too heavily on the industry could have the perverse effect of stifling low & no innovation. Plus, alcohol advertising is already heavily regulated by the ASA and the Portman Group. Does it really need a further clampdown?

Finally, with some sadness, this will be my last column for The Grocer after over nine years. I have thoroughly enjoyed working in a fast-paced, innovative industry with great people. Lucy Aitken has joined this week as managing editor – and I’m sure you will join me in wishing her a warm welcome.