BALANCE, the North-East Alcohol Office, yesterday called on the UK Government to introduce a minimum price per unit of alcohol after the Scottish Government reintroduced the proposal north of the border.

The call for new price restrictions on drink was made as Balance published the shocking results of a North-East alcohol price survey, which show that a unit of alcohol can be bought for as little as 12p in the region.

It also concluded that the Government’s preferred way of controlling alcohol prices only increased the price of two out of more than 500 alcoholic drinks surveyed.

Colin Shevills, director of the Darlington-based North-East Alcohol Office, said: “If it is good enough for Scotland, it is good enough for the North-East.”

The report – called The Four Steps to Alcohol Misuse – checked the price of more than 500 alcohol products at branches of Tesco, Asda, Sainsbury’s and Morrisons, as well as discount supermarkets across the North-East.

It found that a two litre bottle of cider could be bought for as little as £1.34, a four-pack of supermarket lager cost less than £1, a can of leading brand lager was available for less than £1, and a shot of vodka could be bought for only 28p.

The bargain basement prices means a man could drink his recommended daily limit of three to four units for only 48p, and a woman can drink her daily limit of two to thre units for just 36p – or less than the price of a can of leading cola.

Mr Shevills said: “Research shows us that the more alcohol consumed, the greater the damage done to families and communities.

“It also shows that consumption levels are hugely affected by prices. As prices have fallen – alcohol is 44 per cent more affordable than it was in 1980 – consumption has increased dramatically. Over the last 60 years average alcohol consumption per person, per year has more than doubled to over 11 litres.

"We need to turn back the tide. Here in the North-East, a third of people say they would buy less alcohol if prices were raised.”

Should it be passed, the Scottish Bill would increase the price of the strongest, cheapest alcohol. According to Balance, a minimum price would have little impact on moderate drinkers or on the price of a pint in a community pub.

The Government has backed the introduction of a ban on alcohol sold below the price of duty, plus VAT.

A Department of Health spokeswoman said: “Counsel’s advice is that minimum pricing may be illegal. Addressing below cost sales, however, is not. Minimum unit pricing also could be seen to unduly punish the responsible majority for the problems of the minority.

"It is not for us to comment on the advice that Scotland has received.”