Consultation on setting the minimum price of alcohol beyond 2026

This consultation sets out proposals about 2 aspects of minimum unit pricing for alcohol:

• whether it should continue beyond March 2026
• what the minimum unit price for alcohol should be if it continues

The Public Health (Minimum Price for Alcohol) (Wales) Bill was passed by the National Assembly in Wales in June 2018. It received Royal Assent, becoming an act, on 9 August 2018.

The act provided the legal framework for introducing a minimum price for alcohol in Wales. The specific minimum unit price (MUP), set at 50p per unit of alcohol, was later established through the Public Health (Minimum Price for Alcohol) (Minimum Unit Price) (Wales) Regulations 2019, which came into force on 2 March 2020.

Together, the act and the regulations set the minimum price for which alcohol can be supplied to a person in Wales and established a local authority-led enforcement regime. This included powers to bring prosecutions, undertake investigations, and enter premises. The legislation made it an offence for a person who is an alcohol retailer to supply alcohol from qualifying premises in Wales, or to authorise the supply of alcohol from qualifying premises, at a price below the applicable minimum price for the alcohol, punishable by way of a fine.

Section 21 of the act requires Welsh Ministers to lay a report about its operation and effect as soon as practicable after the end of the first 5 years of its implementation (after 1 March 2025). In preparing this report, the Welsh Ministers must consult the Senedd, and others, as considered appropriate. The report was laid on 10 July 2025.

The act also contains a sunset clause, which states that the minimum unit price provisions will expire at the end of the 6 years (1 March 2026), unless the Welsh Ministers bring forward new legislation to continue their effect before then. This consultation proposes extending minimum unit pricing of alcohol beyond 1 March 2026.

The ultimate aim of the act is to tackle alcohol-related harm, including alcohol-attributable hospital admissions and alcohol-related deaths in Wales, by reducing alcohol consumption in hazardous and harmful drinkers. It is targeted at protecting the health of hazardous and harmful drinkers (including young people) who tend to consume greater quantities of low-cost and high-alcohol content products.

The Welsh Government is consulting on whether minimum unit pricing of alcohol should be continued as part of the range of policy measures in place to address alcohol-related harm. Also, in the event it does continue, at what level the minimum unit pricing should be set going forward.

Independent evaluations of minimum unit pricing for alcohol

The Welsh Government commissioned an independent evaluation of the act. 4 contracts were awarded, looking at different aspects of its implementation.

Study 1: review of the introduction of minimum pricing for alcohol in Wales

Using a contribution analysis approach, the aim was to assess the contribution (if any) that the introduction of minimum pricing for alcohol in Wales has made to any (measurable and observable) alcohol-related behavioural, consumption, and retail outcomes.

Study 2: research with retailers and quantitative analysis

Using mixed methods, the evaluation investigated retailers’ experiences and impacts of minimum pricing for alcohol in Wales. The research also examines the impact on alcohol purchases using secondary data analysis.

Study 3: qualitative work with services and service users to assess the experiences and impact of minimum pricing for alcohol on service users and service providers

This included exploring the extent to which switching between substances may have been a consequence of the legislation and the impacts of minimum pricing on household budgets.

Study 4: assessment of the impact of introducing minimum price for alcohol on the wider population of drinkers

A longitudinal study assessing the impact of minimum pricing for alcohol on the wider population of drinkers in Wales using a cross-sectional, anonymous, online questionnaire survey of adult drinkers living in Wales, and qualitative interviews with adult drinkers living in Wales.

The final evaluation reports from each of these studies are available on the Welsh Government website. The findings recognise assessing the impact of the legislation against the backdrop of the pandemic. Minimum unit pricing was introduced just before the start of the pandemic in the UK and persistently high levels of inflation and the cost-of-living crisis has been challenging. However, the studies found minimum unit pricing for alcohol has been broadly welcomed and implemented in an effective fashion.

The contribution analysis study found that the implementation of minimum unit pricing of alcohol policy has been widely considered successful. It has demonstrated clear benefits, including:

• the removal of very cheap alcohol products
• high compliance among retailers
• changes in retail and purchasing behaviours

Observed effects include:

• a reduction in strong, cheap alcohol sales
• increased prices
• shifts in consumer preferences towards other alcoholic beverages

The independent evaluations of the policy highlight broad support, emphasising its potential to reduce health harms and improve outcomes for future generations.

Through the implementation of minimum unit pricing of alcohol, the Welsh Government has had an excellent working relationship with Trading Standards Wales in the enforcement of the legislation, which reported just 6 fines following more than 3,000 inspections.

The contribution analysis report, which draws on a suite of studies and evidence from around the world, concludes the Welsh Government:

should renew rather than lose the option of the legislation as an alcohol policy measure in Wales.

It also recommends increasing the level of the minimum unit price to at least 65p per unit to sustain the policy’s value and the positive impacts observed to date.

The evaluation suggests a near-universal agreement among service providers and professionals the minimum pricing policy should not be abolished, with some suggesting a gradual price increase per unit to ensure it remains in line with inflation.

The evidence shows the legislation has had an impact on the sale of cheap, high-strength alcohol products, with prices increasing. This has resulted in customers purchasing less of this type of product and fewer retailers stocking them. This is a positive step towards reducing alcohol-related harm and supporting people to drink responsibly in Wales.

Concerns were raised during the passage of the legislation in the National Assembly about people substituting alcohol for other illegal substances and about cross-border shopping. The evaluations found minimal evidence to suggest drinkers who were not already using drugs were starting to use illegal drugs as a result of higher alcohol prices. There was some evidence of cross-border shopping in communities living close to the border.

Comparisons with Scotland’s experience of introducing minimum unit pricing of alcohol suggest similar trends and outcomes, indicating the policy aligns with broader alcohol harm reduction strategies.

Operation and effect report

Under the terms of the act, the Welsh Government is required to provide a report about the operation and effect of the legislation as soon as is practicable after 1 March 2025. In preparing this report, the Welsh Government had to consult the Senedd and others, as appropriate. The findings from the independent evaluations informed the report but the Welsh Government also carried out a consultation exercise and undertook additional work, as follows:

• Held an email consultation with stakeholders. 27 responses were received and a summary of the main points raised is included in the operation and effect report.
• Met some organisations from the health and retail sector and those which support people who misuse alcohol.
• Worked with Public Health Wales to include questions on public attitudes and awareness of minimum unit pricing of alcohol in the Time to Talk Public Health panel study in February 2025. The February 2025 data collection provided a nationally representative sample across Wales, asking whether they were in favour or against minimum unit pricing, and the main reasons either way. The findings of the survey are available on the Public Health Wales website.
• Engaged with the Senedd’s Health and Social Care Committee, which carried out a call for evidence. The act requires Welsh Ministers to consult the Senedd and such other persons as they consider appropriate in the preparation of this report. A copy of the committee’s report about minimum unit pricing of alcohol is available on the Senedd website.

Welsh Government wider alcohol policy objectives and actions

Alcohol pricing, including minimum unit pricing, should be part of a broader set of strategies and policies aimed at reducing alcohol consumption and its related harms. A clear and comprehensive alcohol policy framework is essential to ensure the effectiveness of such measures. This broader policy approach should also address alcohol availability and marketing.

While some aspects of availability and marketing policies are the responsibility of the UK Government, the Welsh Government can explore opportunities to influence these areas within its jurisdiction. Minimum unit pricing of alcohol and pricing strategies should align with and complement the wider alcohol policy goals already in place.

Alcohol is a major cause of death and illness in Wales, including:

• cancer
• chronic liver disease
• cardiovascular disease

Although progress has been made to reduce harmful alcohol consumption, levels of alcohol-related disease remain high.

Welsh Government currently invests over £67 million in our substance misuse agenda (revenue and capital funding), of which just over £41 million goes to our area planning boards (APBs) through our substance misuse action fund.

The 7 APBs are responsible for conducting needs assessments, the commissioning and monitoring of services. Partnership working between the responsible authorities of the APBs is key in delivering evidence based and strategic commissioning. Partners such as the health boards have an important role in working with APBs to commission and deliver these services.

We continue to work with our APBs to ensure a range of services and support is in place to support people who are experiencing alcohol problems. Alcohol remains the most problematic substance for which people seek assistance. There were 562 alcohol-specific deaths in Wales registered in 2023, an increase of 76 deaths since 2022 (17.6%) and 194 deaths since pre-pandemic 2019 (52%).

Preventing the harm caused by alcohol misuse has been a key part of our substance misuse operations and will continue to be through any future work on the wider substance misuse agenda. Our overall aim continues to ensure that people in Wales are aware of the dangers and impact of alcohol misuse and to know where they can seek information, help and support if they need it.

Welsh Government, in conjunction with our national helpline DAN 24/7, continues to support specific work to target hard to reach areas across Wales and respond to local issues. This initiative utilises a van with a digital display enabling clear messages to be delivered prominently within local communities. This allows us to react quickly to any current trends, not only alcohol but warnings in relation to drug use and provide both educational and harm reduction information. In addition, the campaign also promotes the national DAN 24/7 helpline.

Conclusion

Having carefully considered minimum unit pricing of alcohol’s impact, the evidence and the views and experiences of stakeholders, individuals and groups, the Welsh Government is satisfied that there is a strong case to continue the policy and legislation beyond the sunset date of March 2026 in the 2018 act. We are therefore consulting on continuing minimum unit pricing of alcohol in Wales.

Subject to the outcome of this consultation, the Welsh Government is considering laying the necessary legislation to ensure the effect of minimum unit pricing of alcohol continues after March 2026. This would be via regulations laid in the Senedd in early 2026.

The Welsh Government, in the event of minimum unit pricing of alcohol continuing, is also consulting about the appropriate level for a minimum unit price going forward.

The Welsh Government is consulting on a proposal to revise the minimum unit price to 65p per unit. We believe this strikes a reasonable balance between achieving public health benefits and minimising potential impacts on the alcoholic drinks market and consumers.

Consideration of the range of options available, including not continuing with a minimum unit price are set out below.

The equation for calculating the minimum price for alcohol is prescribed in the 2018 act and provides that the minimum unit price is to be prescribed by regulations. This formula is based on the minimum unit price (which is currently set at 50p), the percentage strength of the alcohol and its volume as follows:

• MUP (£0.5) x Strength (%) x Volume (litres) = minimum price at which it can be sold

The same calculation should be used for the options below, replacing 50p with the relevant unit price.

The Welsh Government has assessed a range of options, which are summarised below. These options take into consideration the outcome of the operation and effect report and the published independent evaluations.

To inform decision-making, the Welsh Government commissioned updated modelling from the Sheffield addictions research group (SARG) at the University of Sheffield to assess the potential impacts of various price levels using the most recent data. SARG has previously produced a series of policy appraisals for the Welsh Government, which contributed to the development and implementation of the 50p MUP in Wales in March 2020.

A copy of the modelling report is available on our website and will be considered as part of the draft regulatory impact assessment.

The options set out below present a range of pricing options. However, Welsh Ministers retain the discretion to set a different price. Further detailed information about the advantages and disadvantages of each price can be found within the modelling report.

For this consultation document, the Welsh Government has set out its options for a new minimum unit price as follows:

• lowering the minimum unit price below 50p per unit
• retaining the current minimum unit price of 50p per unit
• increasing the minimum unit price to 55p or 60p per unit
• increasing the minimum unit price to 65p per unit
• setting the minimum unit price above 65p per unit

The modelling report accompanying this consultation document provides further detail on the impact of each option.

Lowering the minimum unit price below 50p per unit

Lowering the minimum unit price threshold is estimated to lead to an increase in alcohol consumption, compared to maintaining the 50p per unit level (in 2022 prices). An increase associated with greater alcohol-related health harm, with the greatest increases among the most deprived groups.

While minimum unit pricing of alcohol sets a minimum price threshold, in theory, products priced at or just above 50p per unit would not require adjustment. However, it is likely that some products, which are currently constrained by the current 50p per unit level would drop to a lower threshold, potentially re-entering the market at their previously low-cost high-strength levels.

Reducing the minimum unit price threshold from 50p per unit to either 40p per unit or 45p per unit, has been found to contribute to a shift in drinking patterns opposite to those intended by minimum unit pricing of alcohol. Some individuals move from moderate to hazardous consumption, while others progress from hazardous to harmful levels. If the minimum unit price was significantly reduced or if the legislation was allowed to lapse, by enabling the sunset clause to take effect, the modelling suggests there would be an immediate impact in 2026, with an estimated increase of 461 hazardous drinkers and 959 harmful drinkers and a decline of 1,420 moderate drinkers (Sheffield report, paragraphs following table 10 and 11, page 44).

Lowering the minimum unit price threshold would also lead to increased alcohol consumption, particularly among the groups most affected. However, the estimated impact of such changes appears to be minimal, suggesting the current 50p per unit is no longer significantly influencing the price of the cheapest alcohol.

It is estimated that 94.4% of alcohol is now sold at 60p per unit or more with heavy drinkers buying 93.1% at 60p per unit or more. This suggests that, even among those who consume the lowest cost alcohol, the 50p per unit minimum unit price will have limited influence on the market by 2026 (Sheffield report, page 74).

Reducing the minimum unit price below 50p would contradict the policy's objective of decreasing alcohol-related harm and addressing health inequalities. Such a move would contradict the Welsh Government’s commitment to minimise the negative health effects of alcohol consumption. For these reasons, this option is not being proposed at this stage.

Retaining the current minimum unit price of 50p per unit

Evidence in the independent evaluations and the operation and effect report indicates that the 50p per unit level has been effective in supporting the overall aims of the minimum unit pricing of alcohol policy. However, its overall effectiveness has been eroded by inflation and the rising cost of living. A 50p per unit rate now holds less value in real terms than when it was first implemented in Wales in 2020.

As was noted in the independent evaluations, the period of persistently high inflation high inflation post-pandemic in particular has contributed to the erosion of the value of the minimum unit price in real terms. Using the CPIH index, the effect of inflation between 2020 and 2026 is equivalent to the 50p minimum unit price falling to 39p in 2020 prices.

This means the current 50p minimum unit price is no longer significantly influencing the price of the cheapest alcohol. However, the main conclusion from the independent evaluations is that the evidence provides a broadly positive account of the legislation as a policy measure, and more specifically, its implementation in Wales.

The independent evaluators’ main consideration recommendation was that the Welsh Government should retain minimum unit pricing of alcohol as a policy tool, rather than allowing it to lapse, and that consideration should be given to reviewing the current minimum unit price price level.

Increasing the minimum unit price to 55p or 60p per unit

Raising the minimum unit price to 55p per unit represents an increase from the current rate. However, it is unlikely to maintain the policy’s value in real terms when adjusted for inflation.

Over time, as demonstrated with the current 50p per unit rate, the value of the minimum unit price has eroded, reducing the anticipated public health benefits of the intervention. While various factors must be considered when determining a new price level, ensuring it keeps pace with inflation is a key aspect of preserving minimum unit pricing of alcohol’s effectiveness.

Similarly, increasing the minimum unit price to 60p per unit, while helping to maintain the benefits of the policy, is expected to deliver only a modest improvement in public health outcomes.

Increasing the minimum unit price to 65p per unit

Modelling suggests raising the minimum unit price to 65p per unit (the level the Scottish minimum unit price is current set at) could reduce the number of hazardous drinkers by 6,363 and harmful drinkers by 4,906, while potentially increasing the number of moderate drinkers by 11,270. In comparison, allowing the sunset clause to take effect is estimated to lead to an immediate increase in the number of hazardous (+461) and harmful (+959) drinkers, with a corresponding reduction in the number of moderate drinkers of (-1420).

It is also projected a 65p minimum unit price would reduce alcohol-related mortality, with an estimate 902 fewer alcohol-caused deaths, including 628 fewer alcohol-specific deaths, over a 20 year period. In the first year alone, there would be 22 fewer alcohol-related deaths (Sheffield report, table 16, page 54).

As detailed in the option to retain a 50p per unit rate, the current threshold has become relatively ineffective at increasing the prices of the cheapest alcohol products. By 2026, the modelling data shows only a small share of the alcohol market will be impacted, as more than 93% of alcohol is already sold at 60p per unit or more, including for heavy drinkers and in the most deprived areas.

Raising the minimum unit price is expected to further reduce alcohol consumption, especially in deprived areas. It is expected to decrease harmful drinking while encouraging more people to drink at moderate levels.

The Scottish Government increased its minimum unit price level in September 2024 to 65p per unit. During the Welsh Government’s consultation on the impact of minimum unit pricing in 2025, which was part of the preparation of the operation and effect report, several organisations suggested that increasing the price to 65p per unit could help reduce market disruption and promote consistency between Wales and Scotland. They also noted that alignment might benefit national retailers and suppliers.

Some stakeholders further expressed the view that setting the minimum unit price at 65p per unit could enhance the policy’s effectiveness and consistency across both nations. These perspectives are presented here to inform the consultation and support consideration of the potential implications of a 65p per unit threshold.

We invite your view about whether a 65p per unit level would provide an appropriate balance between achieving public health objectives and minimising potential impacts on consumers and businesses. This consultation seeks feedback on the evidence presented and whether this level is appropriate in the Welsh context.

Setting the minimum unit price above 65p per unit

While a higher price per unit could further reduce alcohol-related harms, the Welsh Government acknowledges that such increases may have a more significant impact on consumers, the retail sector and the alcohol industry.

Raising the minimum unit price to 70p, 75p, or 80p per unit would constitute a substantial rise above inflation and could affect up to 80% of the market, including some premium products. This level of change may be perceived as more disruptive to the market.

The Welsh Government is not proposing these higher thresholds as their potential impacts may not provide a viable balance between public health benefits and economic considerations at this stage.

The Welsh Government is consulting on 2 proposals:

• continuing minimum unit pricing in Wales beyond March 2026
• if minimum unit pricing continues in Wales beyond March 2026, the minimum unit price is raised from 50p per unit to 65p per unit

By proposing a minimum unit price of 65p per unit, the policy aims to maintain the relative value of alcohol compared to other goods. Modelling suggests that an increase to this level may enhance the health benefits observed at the current 50p per unit rate, with evidence suggesting the potential for further reductions in alcohol-related harm across the population.

Raising the minimum unit price is expected to help lower alcohol consumption, which could lead to reductions in:

• alcohol-related mortality
• hospital admissions
• premature deaths

These benefits are expected to be most pronounced among people who drink at hazardous levels and could be more evident in the more deprived areas, potentially contributing to efforts to reduce health inequalities. Conversely, modelling suggests that lowering the minimum unit price may risk exacerbating these inequalities.

Additionally, a 65p per unit threshold aligns with the approach adopted in Scotland, and reflects feedback received from stakeholders during a consultation earlier this year. A harmonised policy across both nations has been suggested as a way to offer greater clarity for retailers and suppliers while minimising potential market disruption.

This approach aims to support the continued effectiveness of minimum unit pricing in reducing alcohol-related harm, while taking into account stakeholder input and the latest available evidence. It also reflects the Welsh Government’s ongoing commitment to improving public health outcomes.

Preventing the harm caused by alcohol misuse has been a key part of our substance misuse operations and our overall aim continues to ensure that people in Wales are aware of the dangers and impact of alcohol misuse and to know where they can seek information, help and support if they need it.

Question 1

Do you think minimum unit pricing should continue in Wales?

Question 2

If minimum unit pricing continues, do you agree with a new level being set at 65p per unit?

Question 3

What are your views on the likely impact of minimum unit pricing continuing and the price per unit increasing to 65p on particular groups of people, particularly those with protected characteristics under the Equality Act 2010? What effects do you think there would be?

Question 4

What, in your opinion, would be the likely effects of the minimum unit pricing continuing and the price per unit increasing to 65p on the Welsh language? We are particularly interested in any likely effects on opportunities to use the Welsh language and on not treating the Welsh language less favourably than English.

Question 5

In your opinion, could the proposals be formulated or changed so as to:

• have positive effects or more positive effects on using the Welsh language and on not treating the Welsh language less favourably than English
• mitigate any negative effects on using the Welsh language and on not treating the Welsh language less favourably than English?

Submit your comments by 29 September 2025, in any of the following ways:

• complete our online form
• download, complete our response form and email: substance.misuse@gov.wales
• download, complete our response form and post to:

Substance Misuse Policy Team
Welsh Government
Rhydycar Busines Park
Merthyr Tydfil
CF48 1UZ

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Number: WG52682

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