This research shows that a 10% increase in the affordability of beer could lead to a 16% decrease in consumption. The authors suggest that given these findings policy makers need to consider affordability in the determination of tax and pricing policies to lower the rate of alcohol-related harm.
Wall M, Casswell S. Affordability of alcohol as a key driver of alcohol demand in New Zealand: a co-integration analysis. Addiction. 2013 Jan 1;108(1):72–9. Available from; https://www.ncbi.nlm.nih.gov/pubmed/22724896