Supermarket’s deal to let beer buyers drink beer for €30 canceled after call from health officials

A SUPERMARKET owner said he was asked to look for a special offer that would allow bettors to receive a range of beers by redeeming a credit card for €30.

Colm O’Sullivan, owner of Sam’s Gala at Dunmanway in Co Cork, there has been a positive response to his shop’s new transaction, introduced later new Minimum Unit Pricing measures resulted in a sharp drop in sales.

Sam says the new deal has helped reduce the store's supply of plastic glasses


Sam says the new deal has helped reduce the store’s supply of plastic glasses
Sam's Gala Dunmanway has an impressive offer for customers


Sam’s Gala Dunmanway has an impressive offer for customers

Under the offer, customers who purchase 24 plastic cups for €30 also receive a credit voucher worth €47.34, which can then be redeemed in-store for beer, mops or even vacuums dust.

However, HSE contacted him after appearing on Liveline today and asked him to stop the offer.

He told Irish Examiner: “I don’t claim to be a legal professional but I’ve researched and I don’t see anywhere that says I can’t do what I did.

“However, I have been informed that regardless of what the minimum pricing law provides, under the HSE, I am not following the spirit of the law.”

The reaction on Facebook was huge on Tuesday night with more than 1,000 comments such as: “Wonderful. Someone deserves a reward for this idea’ and ‘I thought I might as well return the plastic glasses as soon as I’m done in case someone else needs them.

“Store of the Year right here, legendary Sam ya,” said another, while another praised “brave yourself, you are about to be the most popular store in Ireland.”

Most read in The Irish Sun

Ireland is currently one of the few countries in the world to apply a minimum unit price for the retail sale of alcohol, under new legislation that took effect on January 4.

The new pricing will establish a cost floor below the price at which alcohol cannot legally be sold and will target products that are cheap relative to their strength. The minimum price is determined by the amount of pure alcohol in the drink.

The aim is to prevent cheap, hard liquor from harming young people due to “affordable prices”.


The price hike has sent drink bills skyrocketing, with a 24-pack of Guinness, which sold for €18 at SuperValu last week, must now cost at least €39.77.

Under the minimum unit price, the lowest possible price for a gram of wine is 10 cents.

A standard drink, such as a pint of wine, a pint of ale or a gauge of spirits, all have 10g of alcohol in them. Therefore, the lowest price that can be charged for a standard drink now when the law comes into force is €1.

A typical can of beer today costs around €1.70 to €1.80 while a can of stout will set you back just under €1.70.


Minimum pricing was included in legislation passed in 2018 but its introduction has been delayed several times on the basis that it has not been introduced in Northern Ireland.

Retailers in the Republic fear another blow to their business as people will simply choose to buy their alcohol across the border.

In May 2021, the Government announced it would proceed with the new laws as it could not wait for North Korea to adopt a similar measure again.

Introduce new price increase, Health Minister Stephen Donnelly “Ireland joins a number of countries around the world to set a minimum valuation,” said.

“This measure is designed to reduce serious illness and death from drinking and reduce the strain on our health services from alcohol-related conditions. It worked in Scotland and I wish it worked here. ” Supermarket’s deal to let beer buyers drink beer for €30 canceled after call from health officials

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