Why are multi-buy discounts particularly controversial?

• A. They are seen to encourage excessive alcohol consumption
• B. They reduce promotional reach
• C. They dilute brand image
• D. They are illegal in some markets

Answer: (A)

Multi-buy discounts are controversial because they lower the price per unit, which can encourage people to buy and drink more than they planned. When the cost of each unit drops, the incentive to purchase larger quantities increases, potentially leading to higher overall consumption and more frequent drinking. This raises health and safety concerns, so regulators and industry bodies scrutinize such promotions as a targeted way to boost alcohol intake. The other points—whether promotions reach more people, affect brand image, or are illegal in some markets—depend on context and aren’t the primary source of controversy in this health-focused view.