Minimum Alcohol Pricing Debate Intensifies as Health Experts Clash With Industry

Public Health Crisis Sparks Pricing Reform Push

South Africa's proposed minimum unit pricing (MUP) for alcohol has become a flashpoint between health advocates and the liquor industry. DG Murray Trust CEO Dr. David Harrison today reiterated evidence showing MUP's effectiveness in reducing heavy drinking, citing international precedents where hospital admissions for alcohol-related injuries dropped by 10-15% post-implementation.

Dr. Harrison revealed: "The liquor industry's business model is based on heavy drinking. While responsible consumption is 2 drinks daily, South Africans average 5 drinks - with some heavy drinkers consuming 10-15 daily. "He accused manufacturers of deliberately engineering cheap, large-format containers that enable dangerous consumption patterns, stating: "When you can buy 1 liter of beer cheaper per unit than a small bottle, you're not selling refreshment - you're selling intoxication."

The Evidence Divide: Health Gains vs. Economic Pain

Public Health Perspective
Dr. David Harrison points to Scotland’s 2018 Minimum Unit Pricing (MUP) rollout as a proven model, where data shows a 4% drop in alcohol sales within the first year and a striking 13.4% reduction in alcohol-related deaths in disadvantaged communities. "This isn’t theory—it’s evidence that pricing floors save lives," Harrison emphasized, highlighting how targeting cheap, high-volume alcohol disrupts dangerous consumption patterns.

Dr. Harrison’s Rebuttal to Industry Claims

"The idea that somehow introducing curbs on alcohol will punish the poor is not borne out by the evidence," Harrison stated bluntly. "Poor communities are four and a half to five times more likely to die from alcohol-related causes. So what’s punishing the poor? Is it curbs on alcohol, or is it an industry that is pushing heavy drinking in those communities? We would argue that it’s the latter."

He specifically challenged industry narratives about illicit trade, noting: "Even if SAB’s estimate is right and illicit alcohol represents a fifth of the market, the lion’s share of harm still stems from legally produced liquor with deliberate pricing tactics that encourage excessive consumption."

Dr. Harrison acknowledged industry concerns but stressed: ‘We’re not trying to crush the business—we’re targeting heavy drinking that costs R38 billion yearly in healthcare. If alcohol harm drops, government needs fewer taxes to fix the damage.