Several European governments consider an increase in taxation of alcoholic beverages to confront increased alcohol intake by young people. However, little is known as to young people’s knowledge of alcohol prices and thus whether they will notice such price increases. In the present study, young people’s price knowledge of alcoholic beverages is examined by a price recall and a deal spotting test. The results indicate that the vast majority of young people hold fairly accurate reference prices, while a rather large segment of young people appears to actively search for prices of alcohol in store. Results from logistic regressions are reported. The authors find a significant effect of ‘purchasing a special’ and ‘recognisable prices’ on price recall. However, no significant effect of purchase frequency, recency or demographical variables is found. Implications for public policy and managers are discussed.
Alcohol, price knowledge, reference prices, retailing, young people