UNITED KINGDOM: THE NEW LEGISLATION AGAINST ALCOHOL ABUSE, HIGHLY DESIRED BY PREMIER DAVID CAMERON, IS REALITY: FROM JANUARY 1, 2014 A MINIMUM PRICE OF 40 PENCE PER ALCOHOLIC UNIT AND A BOTTLE OF WINE WILL COST 3.60 POUNDS MORE

Now it's official: the British government of David Cameron has introduced new legislation designed specifically to try to combat the abuse of alcoholic beverages in the United Kingdom, exactly as the British prime minister had promised, who was determined to put a limit to the excessive consumption of alcohol as early as February. As of January 1, 2014, there will be a clamp down on alcohol consumption in Wales and England after Scotland had already introduced restrictive measures with the initiative of the Government of Alex Salmond.

As far as London and Cardiff are concerned, Cameron has decided to introduce a minimum price of 40 pence (48 cents) per unit of alcohol, or for each percentage grade of alcohol contained in a drink, sold in supermarkets. Translated into practical terms, this means that the price increase is expected to be felt more heavily on wines and spirits such as vodka, whiskey and brandy, but also sales of beer and cider in large quantities. It is no coincidence that the measures Cameron studied include the prohibition of combined offers on the purchase of alcohol - very popular in England, with numerous promotions that allow you to buy two bottles for the price of one.

To justify his decision, the Prime Minister pointed his finger at the phenomenon of "binge drinking": "it is a serious problem for this country and I do not need excuses for wanting to fight it. I know that this move will not be universally popular, but the responsibility of being in government is to do the right thing not the most beloved”. Before deciding to increase selling prices of alcohol, the conservative Prime Minister listened to the opinions of experts and medical associations in the United Kingdom, fully aware that today's economic and social costs of alcohol abuse are a major problem: in 2011 alone 200 thousand people were admitted to English hospitals for alcohol abuse related issues, while in 2007, 2.7 billion pounds (3.3 billion euros) were spent by the NHS to provide care, treatment and services to alcoholics across the Channel. Much higher figures have been published by the Financial Times that calculated the public fiscal impact at "21 billion pounds each year on the alcoholic epidemic in the United Kingdom." As reported by the Guardian, "Cameron has estimated that the introduction of the compulsory minimum price of 40 pence per alcohol unit will mean 50.000 fewer crimes and 900 fewer deaths each year caused by alcoholism”.
The Telegraph has attempted to calculate the impact of new rules on consumer prices in force in supermarkets in England and Wales from 2014: "The minimum price of a bottle of wine will increase 3.60 pounds (4.30 euros), a single can of beer will cost at least 80 pence (0.95 euros), while it will cost from 10.40 to 11.20 pounds (12.45 -13.40 euros) to buy hard liquor”. This price list could double the costs the British spend on alcohol, accustomed as they are to purchase abundant supplies of alcohol on the eve of the weekend, having little impact on individual purchases.
"When beer is cheaper than water,” Cameron says, “it is all too easy for people to get drunk on cheap alcohol at home before they even set foot in a pub. In this perspective, the introduction of a new minimum price per unit will not affect those who drink alcohol responsibly nor commercial activities, but it will change the habits of those who are excessive consumers of alcoholic beverages".

Meanwhile Government sources have estimated that today those who habitually drink more than 50 units of alcohol per week, will have to spend 135 pounds a year more to not give up their bad habits. It is a financial sacrifice that the Prime Minister hopes will discourage alcoholics across the Channel.
Although many welcomed it: the medical and academic worlds and law enforcement, Cameron’s battle against alcohol has left part of the public opinion bewildered. On the political scene, in addition, some Conservative MPs believe that the new rules are punitive towards those who drink in moderation, estimating a cost increase to consumers of 700 million pounds per year. And some commentators fear that the new rules limiting alcohol consumption might conflict with the laws in force in the European Union free trade, and be declared illegal by Brussels.
The reaction of retailers, as was to be expected, is critical: "it is simplistic to think that the introduction of a compulsory minimum price for the sale of alcohol is a panacea for all the ills related to those who drink irresponsibly. This is a phenomenon that has deeper cultural roots, and now retailers are heavily involved in informing and educating consumers to change their purchasing habits," Andrew Opie, spokesman for the British retail consortium told BBC News. His opinion is influenced by the fact that Cameron’s measures will not touch local pubs and bars licensed to sell alcohol, striking only retail. Opie, however, does not offer concrete solutions. Waiting to see whether deaths, crime and social costs related directly to alcoholism decrease as a result of the new legislation adopted by the coalition government, we must acknowledge that Cameron at least wants to act on the issue.