The amount of alcohol bought by UK consumers has fallen at the fastest rate for over 60 years, according to new figures released by the British Beer and Pub Association (BBPA).
British consumers reduced the amount they drink by over eight per cent in the first half of 2009, with the average consumption per head dropping from 4.15 litres to 3.81 litres.
The fall in consumption, which is predicted to spiral down to the levels of ten years ago by the end of 2009, comes as a result of Government directives designed to reduce the number of alcohol-related hospital admissions, although the medical profession continues to report rising figures.
Brigid Simmons, chief executive of the BBPA, said proposals for a mandatory code for pubs, which could cost the industry £300m and further closures, should be revised.
“Alcohol policies designed to reduce drinking in the whole population are misguided,” she said. “Controls on the total amount we drink will not work. What we need is a new debate about effective policy measures that are clearly targeted at the minority who misuse alcohol.
“Equally, we need to educate the public about the effects of excessive alcohol consumption to encourage them to make better choices and thereby reduce alcohol misuse and the related harms. Our industry is open to that debate and wants to be part of the solution.”
As diners continue to reduce the amount they drink, hospitality operators have been forced to look to inventive promotions to keep spend high at their establishments.
Bob Bob Ricard last month introduced its new wine menu, which aimed to encourage diners to choose more expensive bottles of wine than they would normally consider, by capping their markups at just £50.
Tom Aikens and Sam Harrison have also introduced Bring Your Own nights at their restaurants to attract more customers, after both owners noticed diners were cutting the amount they drank with their meal.