Group blasts ‘reckless’ $12 vodka promotion

An alcohol research group in Australia has blasted a “reckless” supermarket promotion which offers one bottle of 750ml vodka for AUS$12.00

A supermarket promotion of Divas Vkat for AUS$12.00 has been branded “reckless” by an alcohol research body

The Foundation for Alcohol Research (FARE) also criticised the IGA store in Canberra for its offer of two bottles of Divas Vkat for AUS$20.00.

Researchers claimed promotion would encourage pre-loading, particularly since the supermarket is located in close proximity to Canberra’s biggest licensed venues, Mooseheads and King O’Malley’s, as well as a nearby bus interchange used by children and young people.

FARE Chief Executive Michael Thorn says this bottleshop promotion is an appalling case of aggressive, irresponsible and dangerous alcohol promotion.

“This is irresponsible and reckless promotion at its worst. A supermarket promoting and selling vodka so cheaply and so aggressively right next to popular licenced venues and in an area where young people meet is simply unacceptable,” Thorn said.

According to FARE, such promotions “highlight the deficiencies with existing legislation and regulation” in the Australian Capital Territory (ACT) Government, which completed its Liquor Act Review six months ago.

As such, Thorn claims that the government must act not to ensure such “irresponsible promotions” are stamped out.

Promoted with the tagline “Divas Vkat is not cheap vodka”, Divas is described as a grape-based “soft vodka”bottled at 22% abv.

In July this year, a UK bar was forced to pull a potentially “lethal” drinks promotion offering 42 shots for £105 following police criticism.