From July 1 a new law will limit the discounts supermarkets and off licenses in the Netherlands can offer on alcohol. From next month, discounts will be capped at 25 percent.
The new Alcohol Act (Alcoholwet) will replace the government’s Liquor and Catering Act (Drank en Horecawet) from July 1, but will only apply to liquor stores and supermarkets, meaning that happy hours at bars and restaurants will not be affected.
The Dutch government hopes the strict new law will discourage (excessive) buying of alcohol, specifically among young people, thereby limiting alcohol intake in the Netherlands. Currently, shops are able to offer up to 50 percent off on beer and wine.
“We do everything we can to ensure that young people under the age of 18 do not drink and everyone over 18 only in moderation,” explains Peter de Wolf, director of the Foundation for Responsible Alcohol Consumption (STIVA).
Shops and supermarkets that fail to adhere to the law will risk a fine of between 1.360 and 5.440 euros, depending on how big the company is and whether it has committed any prior infractions. They can also be forced to immediately stop the deal on offer.
The Alcohol Act also criminalises the distribution of alcohol among minors and enforces stricter compliance with the rules for the sale of alcoholic beverages online. However, the catering industry does not fall under the new law, so bars and restaurants will still be able to offer a maximum discount of 60 percent on alcohol, but municipalities may choose to enforce stricter rules.