The most far-reaching reforms to alcohol laws in New Zealand for 20 years were implemented with the Sale and Supply of Alcohol Act in 2012. The law resulted in some immediate blanket changes across the country such as a ban on off-licence alcohol sales beyond 11pm, the end of bars and clubs operating until dawn and new restrictions on the manner in which alcohol could be advertised.
Naturally, the motivation behind passing stronger regulations was the minimisation of harm caused by alcohol but, as always, good intentions led to unintended consequences that have thwarted politicians again. One example would be the prohibition of advertising alcohol specials with a discount greater than 25 per cent outside of licenced premises, which was squarely aimed at supermarkets. The intent was to make alcohol more expensive, however it meant that the major supermarkets simply shifted the goal posts. Instead of selling wine and beer at high regular retail prices that would then be advertised at half price, the regular retail price of alcohol across the board was slashed. The specials remained as cheap as ever but, due to cutting the normal retail price, the discount was less than 25 per cent.
