Publication Details

Jones, S. C., Barrie, L. & Gregory, P. (2008). Cheap as chips: the price of RTDs in New South Wales. In D. Spanjaard, S. Denize & N. Sharma (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-6). Sydney, Australia: Australian and New Zealand Marketing Academy.


Ready-to-drink products have been the subject of considerable concern in relation to their contribution to the problems associated with alcohol consumption among young people. In recognition of the impact of low price of RTDs on adolescent and young peoples alcohol consumption, the Federal Government introduced an increase in the tax on RTDs on Sunday 27th of April 2008. The purpose of the current study was to examine the current price of RTDs in New South Wales, and whether the taxation change has increased the price of RTDs to a point where they are unlikely to be affordable for underage drinkers.