In July, after 3 months of MUP, we saw a number of products with a unit price of less than 50 pence, some example of non-compliant lines are ‘Perla’, in which almost 40% of the stores stocking the Polish Beer sold it at a non-compliant price, and ‘Karpackie Super Mocne’, which was non-compliant in about 20% of the stores that stock it. One explanation for this is Price Marks printed before May 2018 which are now incorrect and some confusion whether or not to charge above the advertised price. In terms of MUP, alcohol products must be sold at or above the minimum price, even if this is at odds with branding.
As shown, the MUP Legislation has had a substantial effect on certain categories in terms of unit sales. Yet, overall MUP is beneficial to convenience store retailers as it levels the playing field to a degree (supermarkets are also bound by MUP laws) and the demand for alcohol has increased in all categories except ‘Cider’. The same effect may be seen in Wales, leaving retailers with a significant boost to their alcohol sales.