If implemented, the Prime Minister’s proposal for a 45p minimum price per unit will have the “biggest impact” on those who drink at home, according to academics.
It will end supermarket offers – such as three bottles of wine for £10, or multi-buy deals on crates of beer – that are very popular with middle-class drinkers, they say.
However, according to the researchers, who have modelled the likely effects on consumption and health, a 45p minimum unit price will save 10,000 lives over a decade.
It won’t do either: not for any length of time.
Because it will be declared illegal under European law.