“Minimum unit pricing works,” said Sarah Murphy, Wales’ Minister for Mental Health and Wellbeing, as the Senedd backed regulations to keep the policy and lift the rate to 65p per unit. The 65p change starts on 1 October 2026. (gov.wales)

From today, Monday 9 February 2026, the continuation regulations are in force, stopping the sunset clause from ending MUP on 1 March. Draft regulations were laid on 16 December and approved on 3 February, with ministers acting to keep the law running. (record.senedd.wales)

Wales first brought in a 50p unit price in March 2020 under the 2018 Act. Ministers argue uprating is needed after inflation; modelling suggests moving to 65p could prevent more than 900 alcohol‑related deaths over 20 years and reduce harmful drinkers by nearly 5,000. (gov.wales)

Enforcement has been steady rather than heavy‑handed. Trading Standards Wales reports just six fines from more than 3,000 inspections since 2020, while officials point to fewer ultra‑cheap, high‑strength lines on shelves. (gov.wales)

For readers on our side of the border, the cross‑border piece matters. Retailers in Flintshire, Wrexham and over in Saltney–Chester will watch how any widened price gap with England affects footfall. Government‑commissioned evaluation suggests cross‑border buying has been small and mostly confined to communities right on the line. England has yet to adopt MUP. (gov.wales)

The move brings Wales alongside Scotland, which voted last spring to keep MUP and lift its level to 65p, in force since 30 September 2024. (gov.scot)

Not everyone is convinced. Welsh Conservative candidate Calum Davies called the rise “really disappointing” and said the policy “does not work”. By contrast, Alcohol Change UK’s Andrew Misell says the increase “restores the policy’s effectiveness”. (itv.com)

What 65p means at the till is simple maths. Minimum price equals the unit price times strength times volume: so a 70cl bottle of 40% spirit can’t be sold under £18.20; a standard 13% 750ml wine floors at £6.34; a four‑pack of 440ml 4% lager at £4.58. Much of the market already trades above those floors; the biggest changes land on the very cheapest, strongest products. (law.gov.wales)

Timings are clear. The Senedd signed off the continuation and pricing regulations on 3 February; the continuation took effect today and the 65p floor lands on 1 October. That gives shops and councils the better part of eight months to adjust tills, labels and guidance within the existing local‑authority enforcement regime. (record.senedd.wales)

For the North, this is a live policy test on our doorstep. Hospitals, councils and shop owners from Deeside to Chester will be watching whether fewer ultra‑cheap, high‑strength drinks mean fewer A&E admissions-and whether Westminster now moves on MUP for England. (theguardian.com)