Consumer rights explained: Can a pub charge me the same price for a non-alcoholic drink as for an alcoholic drink?

Q: I was recently in a bar and noticed that drinks with lower alcohol content and even alcohol-free drinks were the same price as drinks with a higher alcohol content. Surely that can’t be right? Shouldn’t they be cheaper because they contain less or no alcohol?

Henry, Cork 

It can certainly feel unfair, Henry, especially when you assume you are paying less tax or getting “less” product because there is little or no alcohol involved. However, pubs and restaurants in Ireland are generally free to set their own prices.

Under consumer law, in particular the Retail Price (Beverages in Licensed Premises) Display Order, licensed premises such as pubs, hotels and restaurants must clearly display their prices. They are required to have a full price list available in each drinking area, showing all drinks on sale. They must also display a smaller 16-item price list for specified drinks at the entrance to the premises. The aim here is to help consumers compare prices and make informed choices before ordering.

There are currently no rules saying alcohol-free or low-alcohol drinks must be cheaper than standard alcoholic drinks. A pub can legally charge the same price for a zero-alcohol beer or mocktail as it does for a regular pint or cocktail if it chooses to do so. That is because businesses often base prices on more than just alcohol content. Factors such as branding, demand, ingredients, serving costs and overheads can all influence the final price. In some cases, alcohol-free products can even cost pubs a similar amount to buy from suppliers as alcoholic versions.

The CCPC can take enforcement action if a business fails to display prices properly or misleads consumers about the full cost of a drink, including charges like VAT and relevant excise duties. However, it cannot intervene simply because prices seem expensive or poor value.

If you feel the pricing is poor value, it’s always worth raising it with the manager or owner. Consumer feedback can sometimes influence pricing decisions, particularly as more people choose alcohol-free options. And, of course, shopping around remains one of the best ways for consumers to send a message about prices that they feel are too high.