Cost. Are we paying a high price for cheap alcohol?

There's certainly no doubt that we're drinking more than we used to. In each of the last 3 years, enough alcohol was sold in Scotland to enable every adult man and woman in the country Scotland to drink more than 21 units (the recommended limit for men) every week of the year. Considering that many people don't drink or drink very little, some people must be drinking a lot more than that!

Cheaper than ever

Let's look at one issue that's regularly linked to alcohol consumption: price. In real terms, alcohol is 62% more affordable today than it was in 1980: 3-for-2 deals, 'buy one get one free's, and other special offers in supermarkets and off-licences mean it's easy to stock up as part of the weekly shop. Some supermarkets admit selling alcohol at a loss as a way of attracting more customers to the stores.

Changing habits

There's no doubt that our drinking culture itself has changed over the years. People have more disposable income and busier social lives than ever before, and this has changed the way we drink. In our towns and cities style bars have replaced old-fashioned drinking dens, whilst cocktails, wine and continental lagers are now popular drinks of choice. Knowledge about wine has increased and we're now more likely to pick up a nice bottle of Merlot or Sauvignon Blanc than a Blue Nun or Lambrini. And we buy a lot more of our alcohol in supermarkets and off-licenses than ever before – more than 50% in fact.

But this week's debate asks if Scots are drinking more because alcohol is more affordable than ever. Does price really influence how much we're drinking? And if alcohol were more expensive would we drink less?

Children and young people

Evidence from other countries from around the world shows that levels of alcohol consumption are closely linked to price, and that alcohol related harm is linked to consumption. Statistics show that the increase in alcohol consumption in Scotland almost exactly mirrors the decrease in relative cost of alcohol. 'Pocket money' prices can mean that for children and young people – when they can get their hands on it – drinking alcohol can be cheap compared to other leisure activities. And for adults, knock down prices can mean stocking up, and stocking up can often mean drinking more than was planned because it's easy to reach for another.

'Pocket money' prices can mean that for children and young people – when they can get their hands on it – drinking alcohol can be cheap compared to other leisure activities.

So are low prices fuelling Scotland's drinking culture?

Yes says Jack Law of Alcohol Focus Scotland: "Alcohol is more affordable than ever before and Scotland is experiencing more alcohol-related health and social harm than ever before. Retailers and the licensed trade have a duty to ensure they are selling alcohol responsibly and this includes the price at which it is sold. While they are driven by commercial pressures and market forces, they also have a responsibility under the new Licensing Act to 'promote and protect public health'. So, they are required by law to strike the right balance between social and business responsibilities, as all companies are expected to do."

Paul Waterson, Chief Executive of the Scottish Licensed Trade Association said: "To hold a liquor license is a privilege and with that privilege comes responsibility. It is wrong to attempt to gain a competitive advantage through irresponsible pricing"

But the issue is complex, says Gavin Partington, Head of Communications at the Wine & Spirit Trade Association: "If price was the answer to Scotland's problem with alcohol misuse it would be easy to create a solution. But it isn't. We need to look at some of the underlying causes of alcohol abuse – poverty, unemployment, deprivation. Putting up prices simply punishes everyone without actually addressing the people who have the problem and the issues that have contributed to it."