dutch Gold has come up with a clever workaround to bypass Ireland’s minimum unit alcohol pricing and still sell cheap cans.
The popular beer, which has attained somewhat of a cult status in recent years, is known for its low cost, with a four-pack typically selling for €5 before new pricing laws were introduced earlier this month.
The controversial measure sets a legal floor price for the cost of alcoholic drinks. It means that the lowest price that can be charged for a gram of alcohol is 10 cent in Ireland’s shops, supermarkets and off licences.
Typical Dutch Gold cans were 500mls and had a strength of 4%, meaning the cheapest it could sell for now is €1.58 each, or €6.32 for a four-pack.
However, the firm has cleverly altered the cans – most likely in a bid to bypass the new pricing laws and still sell four cans for €5.
Eagle-eyed shoppers have spotted a change to some Dutch Gold cans, which are now 440ml and have a strength of 3.5%.
The change means the cheapest a single tin can sell for is €1.22, or €4.88 for a four pack.
One person applauded the genius move on Twitter, sharing a photo of a four-pack of Dutch Gold for sale for €5.
Dutch Gold reduced their alcohol volume to 3.5% so they can be sold at €5 hahahahahaha,” they wrote.
Others chimed in “power move”, “legends” and “take a bow Dutch Gold”.
Ireland is one of only a small number of countries in the world to introduce minimum pricing. Scotland was the first in Europe to introduce it in 2018 followed by Wales in 2020. Other countries and territories which already have a legal minimum price include the Russian Federation and regions in Australia and Canada.
The Government introduced minimum unit pricing to target the sale of cheap alcohol, saying it is a major contributor to harmful and binge drinking.