RTD Tax... Answer to binge drinking or political spin?

Shopaholic has been out and about of late, schmoozing at industry events and listening to discussions on the latest in industry news.

The latest Liquor Merchants Association of Australia breakfast last week provided an avenue for discussion on the topical problem of binge drinking and the governments “answer” - a tax on RTDs.

Being the newest member of the LMAA, it is only fitting that Shopaholic expresses opinion on these issues.

The lack of personal responsibility in regard to binge drinking was a major issue of conjecture at the breakfast forum. The onus of putting responsibility to the individual has been lost in this debate.

One only has to look at the successful transformation of attitudes for cigarettes and drink driving as evidence. In both these cases the onus was on the individual to take responsibility for their behaviour.

In regard to binge drinking, the government seems to be putting a larger onus on alcohol manufacturers than they are on the individuals who drink to excess.

Sure alcohol marketers have a role to play. They need to ensure they promote responsible service of alcohol and never promote excessive drinking. Marketers need to make sure this is communicated in advertisements and never be open to misinterpretation. But to excessively tax a single product type, certainly does little more than encourage product substitution. It is not helping get to the bottom of this issue.

Until a larger responsibility is placed on the individual and it is an offence to be drunk in a public place, a tax on RTDs is little more than political spin.

P.S Watch out for the June edition of National Liquor News for analysis on how wine marketers can target the next generation of drinkers – the 18 - 25s.