By Martin Banks - 23rd July 2009
A new survey suggests that increasing the price of beer will not combat alcohol misuse.
The report, commissioned by the Brewers of Europe and published on Thursday, questions whether pricing policy has any significant effect on consumption.
This is one of the main findings of a survey by the organisation on the drinking habits of 4000 people across Europe.
It concludes, "While rising prices may cause people to change their purchasing behaviour it [pricing] is not the solution to reducing alcohol misuse.
"Pricing policies are the perfect example of a non-targeted, non-sustainable measure that hits the responsible consumer most."
The report, presented at a news conference in Brussels, also criticised any possible EU-wide marketing restrictions on the brewing sector, saying that while advertising was a "core" part of the industry there is "no evidence" of a link between advertising and alcohol misuse.
It also questioned the "added value" of health warning labelling.
Efforts to tackle alcohol misuse will be one of the cornerstones of the Swedish EU presidency and the report will be seen as an important element of any Swedish strategy to deal with what is generally seen as fast-rising problem in Europe.
Pierre-Olivier Bergeron, deputy secretary general of the Brewers of Europe, said, "Rather than things like marketing restrictions, the emphasis should be on educating people to change their drinking habits."
He said "firm, concrete" efforts, involving "as many stakeholders as possible" were required to required to address the problem.
Bergeron also told journalists that existing laws, such as those relating to drink-driving, have to be "properly enforced" at member state level.
As an example, he cited the so-called "Bob" campaign in Belgium which, since its introduction over 10 years ago has resulted in a steady decline in the number of drink-driving convictions.
He also voice concern at the demise of pubs in Britain, saying this touched upon the "very basics of British culture".
"The UK should be proud of its pub culture but more needs to be done to protect it," he said.
His Brussels-based organisation represents over 3000 brewers in Europe which, in turn, support 2.5 million jobs.
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