Alcohol freeze

Publicans have announced a one-year freeze in drink prices with immediate effect. The announcement was made by the Vintners Federation of Ireland, which represents about 5,000 publicans outside Dublin, and the Licensed Vintners Association, which represents 700 publicans in Dublin. The two organisations said 2009 is going to be a challenging year for the drinks industry and the move was made to provide value for money to customers at a difficult time. The organisations also called on drinks suppliers and manufacturers to support the move by keeping its sales costs the same too. The LVA and VFI said during the last 10 years the volume of alcohol sold in pubs has dropped from 68% to 32%, while sales from supermarkets and off licences rose. The organisations maintained the initiative for the price freeze came from pub owners themselves, and denied the announcement was a publicity stunt on the same day VAT increases came into effect.