'Price controls will hit all' – Diageo

29 July, 2010

Diageo has said its favours tough action against licensees who break the law over a ban on below-cost selling to beat binge drinking.

Responding to yesterday’s announcement by the government of a consultation on its plans to tackle alcohol-related crime, Simon Litherland, managing director of Diageo GB, said it backed the “the opportunity for local authorities to find the right solutions for their local communities”.

Litherland added: “We thoroughly support that approach and work with a large number of authorities throughout the country to deal with their specific issues.

“We fully endorse the government’s tough stance and desire to take action on those found consistently selling alcohol to children.

“We believe that measures suggested by the Home Secretary such as taking tough action against those premises that break the law, are a much more effective way of tackling alcohol problems than a pricing policy, such as a ban on below-cost selling, which will impact everyone.”

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