Rules by country / United Kingdom / Minimum unit pricing in Scotland and Wales
Minimum unit pricing: the lowest legal price of every drink
In Scotland, and in Wales since 1 October 2026, no alcohol can sell below 65p per unit. Scotland also bans multibuys on alcohol. We plan price ladders and packs that stay above the floor and still sell.
Units are the volume in litres times the strength. The minimum is rounded to the nearest penny.
A price ladder for minimum pricing
Price ladders and packs that stay above the floor in Scotland and Wales and still sell, product by product.
- The lowest legal price of every product and pack
- How shoppers switch between packs and strengths when the floor bites
- A price ladder by pack, strength and retailer
- Promotions that work in Scotland without multibuys
How your results look
| Product | Lowest legal price | Our advice |
|---|---|---|
| Cider, 3 litres at 7.5% | £14.63 | Move to 2 litres |
| Lager, 10 x 440ml at 4% | £11.44 | Hold, promote the 4-pack |
| Vodka, 700ml at 37.5% | £17.06 | Keep the price |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Price and pack plan
- The minimum price and best choice for each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with the minimum price
- Everything in the minimum price review
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
The plan for every product, walked through with your team.
Minimum unit pricing: the detail
Open only what you need.
- Scotland
- 65p per unit since 30 September 2024, raised from 50p (in force since May 2018)
- Wales
- 65p per unit since 1 October 2026, raised from 50p (in force since March 2020)
- The formula
- 65p x strength x volume: a 700ml bottle at 37.5% has 26.25 units, so its lowest price is £17.06
- Scotland's multibuy ban
- Quantity discounts such as 3 for 2 are banned on alcohol, and alcohol promotions must stay in the alcohol area
- England and Northern Ireland
- No minimum unit price
Rebuild the ladder
Set pack prices and sizes so each step stays above the floor and still makes sense.
Review strength
A lower strength lowers the floor. Measure what it does to sales first.
Use simple cuts
In Scotland, find the simple price cuts that still pay.
What is minimum unit pricing?
A floor price for alcohol: no drink can be sold for less than 65p per unit in Scotland and Wales. The lowest price is 65p times the strength times the volume in litres.
When did Wales raise the minimum unit price?
On 1 October 2026, from 50p to 65p, matching Scotland.
What is the minimum price of a bottle of wine in Scotland?
A 750ml bottle at 13% has 9.75 units, so its lowest legal price is £6.34.
Does England have minimum unit pricing?
No. Minimum unit pricing applies in Scotland and Wales only.
How much does a price and pack plan cost?
A plan for up to 10 products has a fixed price from £7,500 and takes about three weeks. For 11 to 50 products it costs around £17,500. It starts with a free 15-minute call.
- legislation.gov.uk, Alcohol (Minimum Price per Unit) (Scotland) Amendment Order 2024
- Welsh Government, Alcohol price rules change in Wales to help save lives
- University of Cambridge, study of the Scottish ban on alcohol multi-buy promotions
Checked on 20 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.