Summary of the Issue
– When it comes to alcohol, a price war is a very bad idea.
This is stated by Ragnhild Kaski, Secretary General of the alcohol awareness organization Av-og-til.
Now,alcoholic beverages have also entered this category. For example, the Christmas beer from Ringnes has been reduced to around 20 kroner, down from over 30 kroner normally.
With a price like that, one can get a six-pack for the price some restaurants charge for a pint these days, 120 kroner.
Christmas beer at Coop Extra in Bodø stacked on top of each other. It’s easy to see what sells the most.
– It is fully natural for people to want lower prices leading up to Christmas. And the price war has become a common phenomenon before Christmas in stores. But I wish that stores chose other products than alcohol.
– Research clearly shows that we buy more if the price is lower, or if they feel something is on offer. Christmas is already a time when we drink more alcohol than usual, and we spend a lot of time with our own and others’ children. Many dread Christmas precisely because a family member might become too intoxicated, so this is not wise.
Secretary general of Av-og-til, Ragnhild Kaski.
90,000 children in Norway
– the Norwegian Directorate of Health does not generally support pushing alcohol. We don’t like it. It is not illegal, but we would rather encourage retailers to have price cuts on healthy items rather than unhealthy products, says division director for public health and prevention at the Norwegian directorate of Health, Linda Granlund, to P4 news.
Kaski hopes that stores will now make a 180-degree turn and drop the price war on alcoholic products.
– Alcohol plays a meaningful role for many during Christmas.This is not about us quitting drinking. I just wish that stores would take obligation and choose not to have a price war on alcohol. there are many other items that can be used to attract customers into stores.
Figures from FHI say that there are 90,000 children in Norway growing up with a mother or father who drinks too much.
– But that is probably a low estimate with significant dark numbers. Then there are the children who occasionally experience excessive drinking.We receive many stories from children and those who are now adults, telling that christmas is especially challenging time.
Coop: – Trust in Customers
Coop has received the criticism from Av-og-til and has been asked why they are reducing the price of beer.
Communications advisor at Coop, Simen Kjønnås Thorsen, writes to NRK via email that the most significant price drops are on non-alcoholic beer.
– We hope that av-og-til agrees that it is important to offer affordable, non-alcoholic alternatives. Therefore, we have significantly cut the price of non-alcoholic beer, with some variants reduced by as much as 72 percent. So, it’s on non-alcoholic beer that the large price drops are happening.
Communications advisor at Coop, Simen Kjønnås Thorsen, says that Coop has had the largest price cuts on non-alcoholic beer.
Tho, they confirm that the price of regular beer has been reduced as well.
– It is true that some Christmas beers have fallen in price, due to intense competition in the market. We trust that our customers buy and consume beer responsibly.
– We are in a period of especially tough price competition and frequent price adjustments. Extra aims to be the cheapest on all products that customers need for Christmas, and Christmas beer, both with and without alcohol, is popular products. We do what we can to ensure that customers, who own us, do the cheapest Christmas shopping at Extra.
Coop Extra Bankgata in Bodø is also participating in the price war between stores, including for Christmas beer.
foto: Kai Jæger Kristoffersen / NRK
rema and Kiwi will Continue to Press
NRK has also asked Rema 1000 and Kiwi about their thoughts on the criticism and why they are lowering the price of beer.
– It is indeed a fierce price war and several products have had their prices pushed down recently.We have promised our customers to be the cheapest, and that applies to all products, says Kristine Aakvaag Arvin, Communications Director at Kiwi.
She also states that they will highlight non-alcoholic products and have price cuts on all non-alcoholic beer.
– Since we cut prices on non-alcoholic beer, sales have increased by around 170 percent.We want to facilitate more people buying non-alcoholic drinks, and we hope and believe there will be even more non-alcoholic beer on the tables in countless homes this year.
Kristine Aakvaag Arvin, Communications Director at Kiwi, says they will push the price on all products.
Line Aarnes, Category and Procurement Director at Rema 1000 Norway, also says that competition is tough before Christmas, and that they have cut prices on a number of products, including non-alcoholic products.
She emphasizes that they operate within laws and regulations when lowering prices on alcoholic products.
– As a grocery chain, we strictly follow the regulations for marketing alcoholic products and never advertise prices on beer.
Published
11.12.2024, at 15:17
What are the potential impacts of alcohol price wars on families during the holiday season?
Interview between Time.news Editor and Ragnhild Kaski, secretary General of Av-og-til
Time.news Editor: welcome back to Time.news. Today, we’re diving into a pressing issue in Norway regarding alcohol consumption and pricing, especially as the holiday season approaches. We’re joined by Ragnhild Kaski, the Secretary General of Av-og-til, an association focused on alcohol awareness. Ragnhild, thank you for joining us.
Ragnhild Kaski: thank you for having me!
Editor: Let’s get straight to the heart of the matter. There’s been a noticeable price war on alcoholic beverages leading up to Christmas. How concerning is this trend from your viewpoint?
Kaski: It’s incredibly concerning. When we see stores engaging in this price war, especially with alcoholic products, it raises issues not just around public health, but also about family dynamics during a time that shoudl be about joy and togetherness. Research shows that lower prices lead to increased consumption, especially during festive seasons like Christmas.
Editor: You mentioned family dynamics. Could you elaborate on how this price reduction can impact families, particularly children?
Kaski: Of course. In Norway, approximately 90,000 children are growing up with a parent who drinks excessively. This statistic might even underrepresent the reality due to unreported cases. The holiday season is a time of increased alcohol consumption, and many families dread this time of year due to the fear of a family member becoming intoxicated. It’s not just about health; it’s about the emotional wellbeing of children who might face challenging situations at home.
Editor: It sounds like the stakes are quite high. What alternatives do you think retailers should consider instead of promoting alcoholic drinks?
Kaski: The focus should really be on promoting non-alcoholic beverages and healthy products. The Norwegian Directorate of Health has pointed out the importance of encouraging retailers to offer sales on healthy items. There are so many choices available that can attract customers without sacrificing wellbeing.
Editor: We’ve seen major retailers like coop and Rema 1000 reduce beer prices substantially. Is there any indication that they might reconsider this strategy?
Kaski: I certainly hope so. I’m calling for a 180-degree turn in their approach. Christmas offers an opportunity for stores to think creatively about their sales strategies without relying on alcohol. They have othre products that can draw customers in—items that promote health and family wellbeing rather.
Editor: What do you think the public response has been to these price cuts? Have you noticed any shifts in consumer behavior?
Kaski: There’s a mixture of responses. While lower prices attract consumers, it’s crucial that they understand the potential consequences tied to increased accessibility to alcohol.More public discussions around the implications can perhaps lead to a more educated consumer base. Essentially, we need awareness about the impact of these decisions, especially during family-focused seasons.
Editor: That’s a powerful message you’re sharing. What role do you beleive community and political leaders can play in this situation?
Kaski: Community leaders, health authorities, and policymakers all need to advocate for healthier lifestyles at every opportunity. They can implement programs aimed at raising awareness about the negative impacts of alcohol, particularly during the holiday season. We also need stricter regulations on the marketing of alcoholic beverages.
Editor: Thank you, Ragnhild, for your insights today. It’s evident that addressing the price war on alcohol is not just about economics,but it’s deeply connected to public health and family wellbeing.
Kaski: Thank you for having me! I hope we can encourage more conversations about this meaningful issue.
Editor: Certainly. That wraps up our discussion for today. Readers, let’s continue to think critically about the choices we make this holiday season!