There's a useful paper HERE that sets out some of the drivers behind the government's proposals for alcohol minimum pricing; in particular, it sets out the government's assumption that the price elasticity of alcohol overall is -1.0, i.e. every percentage increase in cost will result in the same percentage decrease in consumption.
Other research suggests price elasticities for alcohol are very different, with a much wider and complex spread of responses. The government assumption is too convenient.
However, even assuming that -1.0 is right, what price increase would be needed to reduce alcohol consumption back to 1960 levels? In 1960, we drank about 6l of alcohol each. Now it;s about 11l. So to secure a 46% reduction in consumption, price would need to almost double.
A minimum pricing policy that led to an overall increase of only 5% or 10% would have virtually no effect at all on consumption, particularly for drinks that have a real PE of -0.7 to -1.0, which includes virtually all the alcopops and white spirits consumed by young binge drinkers.
More on this to follow.