The Welsh government has launched a new public consultation proposing to increase the minimum unit price (MUP) for alcohol to 65p. The current 50p threshold has been deemed less effective due to rising inflation and cost-of-living pressures.

The consultation, which runs until 29 September 2025, sets out two key proposals: to extend the MUP policy beyond its scheduled expiry date, and to raise the per-unit price for the first time since the law came into effect in March 2020.

The policy has received both criticism and support since it was introduced with the aim of reducing alcohol consumption among harmful drinkers by removing the cheapest, highest-strength alcohol products from the market. While some evidence suggests it has been successful in changing consumer buying patterns, critics argue that it penalises low-income consumers without addressing the underlying causes of alcohol misuse.

Further increases are also expected to place additional margin pressure on retailers, particularly smaller independents, at a time of economic instability.

The proposed 65p threshold would align Wales with Scotland, which raised its own MUP in September 2024.

Minister for mental health and wellbeing, Sarah Murphy said: “We’re consulting on raising the level as high inflation has made the 50p rate ineffective and reduced its value in real terms to 39p in 2020 prices.

“Due to this it is no longer significantly influencing the price of the cheapest alcohol and we need to review it.”

Retailers are now being given the opportunity to share their views on the impact of the proposed rise, either online, by email or by post. If approved, legislation to extend and revise the MUP is expected to be laid before the Senedd in early 2026.