The group representing rural publicans has called for an end to loss-leading promotions in supermarkets and the implementation of a minimum price for alcohol based on the strength of the drink. Ronan McGreevyreports.
The Vintners Federation of Ireland's new chief executive, Padraig Cribben, said alcohol should be "not be treated in the same manner as cornflakes, bananas or biscuits, and needs to be sold under controlled conditions".
In its submission to the Government's alcohol advisory group, the VFI accused supermarkets and off-licences of "blatant and irresponsible marketing, volume-led promotions and using alcohol as a loss leader" - a practice which is fuelling binge drinking, it said.
The VFI recommended in its submission that there should be a ban on short-term price cuts and volume-led (ie two-for-one) promotions, and there should also be a ban on advertising such promotions.
"It is no surprise that the growth in the number of supermarkets, convenience stores and petrol stations selling below-cost alcohol in recent years has corresponded with an increase in the level of underage drinking and anti-social behaviour. It is an issue that is having a damaging effect on our society and needs to be addressed," he said.
The VFI's views were echoed this week by Dr Gordon Holmes, the man who is heading the advisory group.
Giving evidence to the Oireachtas Joint Committee on Justice, Equality, Defence and Women's Rights on Tuesday, Dr Holmes said special promotions were a "major concern" to the group, which is due to report to Minister for Justice Brian Lenihan by the end of March.
He said it was wrong to use alcohol to attract people into supermarkets, and he singled out Tesco's promotion of 48 cans for the price of 24 before last St Patrick's Day as an "invitation to binge drinking".
"This type of promotion must be controlled and forbidden," he said.
The chairman of the committee and senior Government politician Peter Power admitted on Thursday's RTÉ Prime Time programme that mistakes were made in the liberalisation of the liquor laws that had seen a proliferation in the number of off-licences and below-cost selling.
"There is general recognition that the liberalisation of the intoxicating liquor laws in the last few years had gone too far," he said.