TEN FOR THE ROAD

Drink giants' plans to fuel binge Britain (Gaby Hinsliff and Anushka Asthana, The Observer, October 23rd, 2005)

The drinks industry is planning a ruthless campaign of economic incentives and psychological tricks to get customers to drink as much as possible when licensing laws are relaxed, The Observer can reveal.

Managers of massive 'vertical drinking' pubs are being offered bonuses worth up to £20,000 a year if they beat targets as the industry moves to exploit Britain's binge drinking culture.

Managers are so concerned about the consequences of the pressure to sell that they have laid bare a litany of tricks and sharp practices that will be used to maximise profits once 24-hour opening is legalised next month.

Managers for many of the big chain pubs dominating Britain's city centres are being ordered to draw up business development plans explaining how they will keep people in their pubs after 11pm and offered shares of the profits if they beat sales targets. One manager told of races between bar staff to sell as many 'shots' of spirits as possible within a set time and constant pressure to 'upsell' singles to doubles.

No worry here. As our libertarian friends will tell us, there is absolutely no logical reason to assume these measures will affect drinking habits or that relaxed drinking laws will lead to an increase in consumption. Why, just look at the Greeks. People don’t always make the best choices, but none of us can say what choices are or are not best for others. Besides, individual freedom is paramount and our rights to market our lawful products and enjoy a quiet 4:00am cocktail clearly trump any concern that the streets may be full of broke, vomiting and brawling yobs.