Rules by country / Europe / Netherlands alcohol discount cap

Beer, wine and spiritsNetherlands

Netherlands alcohol discount cap: which deals still pay

Since July 2021, Dutch shops can't sell alcohol more than 25% below its normal price, or offer free extra volume or gifts. From 2027, alcohol excise rises with inflation every year. We plan the deals and prices that still pay.

Book a free 15-minute call Check one deal now
From £7,500 (about €9,000), fixed About 3 weeks for up to 10 products Under NDA from the first day
Free and instant

Check one deal

Against the 25% cap. Nothing you type leaves this page.

Checking
The deal's depth
Lowest deal price allowed

That's the easy part. Within the cap, which deals actually pay depends on how your shoppers react to price. That's what we measure.

Book a free 15-minute call

A guide, not legal advice. For a multibuy, work out the price per unit against the normal price.

What you get

A promotion plan for the 25% cap

What each alcohol promotion really earned, and the deals and prices that pay within the 25% cap, product by product and retailer by retailer.

  • What every past promotion really earned, after the dip that follows it
  • Which deals still pay within the rules, product by product and retailer by retailer
  • A promotion calendar for the year, with depth, timing and price steps
  • A plan by retailer, and an Excel model to test other deals
Book a free 15-minute call See a sample report
Example

How your results look

PromotionDepthOur advice
Beer crate, 24 x 300ml30% offToo deep: move to 25%
Wine, second bottle half price25% offAllowed: check it pays
Spirits with a free glassGiftBanned: use a price cut

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.

Up to 10 products

Promotion plan

from £7,500
about €9,000
About 3 weeks
  • The best promotions for each product
  • Price plan for each retailer
  • Scenario model and a walk-through
11 to 50 products

Pricing and promotion review

around £17,500
about €21,000
4 to 5 weeks
  • Everything in the promotion plan
  • Prices and promotions for the whole range
  • How your products take sales from each other
More than 50 products

Portfolio review

Quoted
Scoped on the call
  • 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 (about €2,400). Prices are fixed in pounds sterling; amounts in euros are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.

How it works

From the first call to your plan in about three weeks.

  1. A free 15-minute call

    Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.

  2. Your data

    Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.

  3. Your plan

    A promotion calendar within the cap that pays, walked through with your team.

Netherlands alcohol discount cap: the detail

Open only what you need.

Discount cap
Alcohol can't be offered more than 25% below its normal price
Banned
Free extra volume, such as a bigger bottle for the same price, and gifts with alcohol
Where
Supermarkets and liquor shops; bars and restaurants aren't covered
Since
1 July 2021, under the Alcohol Act (Alcoholwet)
Fines
From €1,360 to €5,440
Excise
Alcohol excise rises each year in line with inflation from 1 January 2027
When a deal is too deep

Make it shallower

Move a 30% deal to 25% or less, or turn it into a lower everyday price.

When gifts are banned

Use a price cut

Swap free extras for a straight discount within the cap.

When shoppers barely react to price

Pass it on

Raise the price by the tax or more. Works for products whose sales hold up when the price rises.

What is the alcohol discount cap in the Netherlands?

Since 1 July 2021, shops can't sell alcohol more than 25% below its normal price.

Can supermarkets give free beer in the Netherlands?

No. Free extra volume and gifts with alcohol are banned, as are discounts deeper than 25%.

Does the 25% rule apply to bars and restaurants?

No. It applies to supermarkets and liquor shops.

Will alcohol excise rise in the Netherlands in 2027?

Yes. From 1 January 2027, alcohol excise rises each year in line with inflation.

How much does a promotion plan cost?

A review of up to 10 products has a fixed price from £7,500 (about €9,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about €21,000). It starts with a free 15-minute call.

Do you work with brands in the Netherlands?

Yes. We're based in the UK and work remotely and in English, under NDA. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.

Promotion rules elsewhere

EU 30-day lowest price ruleSince May 202230 days of price history behind every dealPromotion plan France promotion caps (EGalim)To April 202834% the deepest deal allowedPromotion plan Ireland minimum unit pricingSince Jan 202210 cents per gram of alcoholPrice and pack plan

Promotion plan|from £7,500 (about €9,000)|about 3 weeks

Book a free call