The full impact of any policy must take into consideration the potential freedom of consumers to change their beverage of choice from wine to beer or liquor, or to consume beverages that are cheaper. This is particularly important in western societies where affluent consumers have a lot of freedom to choose. Our results show that it would be much better to increase prices of low-level alcoholic beverages than to increase prices equally across all beverages.
There are less and less places to enjoy the product, and this plays right into that trend. We're really hoping to capitalize on connoisseurship in the cigarette category. When you look at beer, wine, chocolate and other high-quality products that have a branded experience associated with them that have emerged in the past 10 to 15 years, that hasn't happened in cigarettes.
Sometimes when I reflect back on all the beer I drink I feel ashamed. Then I look into the glass and think about the workers in the brewery and all of their hopes dreams. If I didn't drink this beer, they might be out of work and their dreams would be shattered. Then I say to myself, 'It is better that I drink this beer and let their dreams come true than to be selfish and worry about my liver.'
Watch what you choose to do. For instance, someone might want you to smoke. Never forget that I told you -- don't do it. Say no. That can of beer that somebody wants you to try, don't do it. Don't you ever do it. That drug that someone might want you to use, don't touch it. Stay away from it. It can destroy you.