Soft drinks in pubs are hugely expensive. However, I don't think that is the issue. I think the problem is the contemporary drink culture – strange use of the word "culture" when it results in public vomiting and peeing, collapse and display of the knickers. The idea that you are not having a good time unless you are completely hammered is a serious worry. I think these vertical drinking warehouses are part of the problem – the music is so loud so conversation doesn't really happen, there is nowhere to sit so no one relaxes, so the only thing to do is neck the booze as fast as possible. Increasing the price per unit of alcohol in supermarkets will have a very limited effect, even though knocking back a bottle of something before going out for the night seems common practice on Fridays and Saturdays.