However, in practice the vast majority of drinkers don’t look at it that way. While obviously alcohol has an effect on you, it is generally seen as something that will aid socialising or relaxing, rather than regarding inebriation as an end in itself, to be achieved as quickly and cheaply as possible.
Apart from a few expensive premium brands, the vast majority of spirits are sold at standard strengths of 37.5% or 40% ABV which makes little odds either way – it’s the difference between Carlsberg and Fosters. Most table wines come within a range equivalent to that covering bitters and best bitters, and recently there has been something of a backlash against the richer New World reds achieving strengths above 14%.
Beer obviously covers a much wider range of strengths, but even here people in general choose products within a particular strength category rather than just looking at what’s going to get them drunk most quickly. If they do discriminate, it is usually to buy cheaper products within the same category. In the off-trade, this may well involve going for what’s on offer; in the on-trade, it’s more likely to be a case of choosing the pub charging lower prices overall.
Indeed, some beers have suffered from being a little stronger than the norm. Many drinkers used to complain that Robinson’s Best Bitter (now Unicorn) gave them a “bad head” because, at 4.2%, it was that bit stronger than the norm of ordinary bitters. More recently, a number of beers such as Old Speckled Hen and Bateman’s XXXB have had their strength reduced because pub drinkers were steering clear of beers around 5%.
It’s also a myth that the notorious “super lagers” such as Carlsberg Special Brew are particularly cheap in terms of cost per alcohol unit. It’s generally not difficult to find a lower unit price amongst the cheaper end of the 5% premium lagers. The main attraction of these products is that they offer a quick and effective alcohol delivery mechanism – drinking eight cans of Stella is much more like hard work than four cans of Spesh.
The only category where drinkers can really be said to be buying on strength is the absolute bottom end of the cider market, the 3-litre bottles of Three Hammers and suchlike. But, across the generality of the alcohol market, it isn’t a principle that holds water.