Mayor Cr Jacinta Ermacora believes heavy price discounting is fuelling the problem, but Cr Peter Hulin says its embedded in Aussie culture.

However, Warrnambool-based drug and alcohol agency boss Geoff Soma said there were multiple reasons why people drank to excess and developed addictions and to label one single cause was too simplistic.

“Addressing the variety of issues and contributing factors works best, but doing them in isolation is not so productive,” the WRAD chief executive said. “No doubt there’s a culture of heavy drinking in Australia.

“Alcohol has become an important part of celebrations. The emphasis should be on drinking responsibly. If you do that you are making an investment in your health.”

According to a research study publicised this week more young people are involved in harmful alcohol-related incidents on Australia Day than any other public holiday.

The number of call-outs by ambulances doubles and there’s a 50 per cent increase in emergency department presentations, according to the VicHealth and Turning Point Alcohol and Drug Centre study.

Cr Hulin said excessive alcohol consumption and abuse was a cultural issue.

“It’s a much harder problem to address than just pricing,” he said. “In Europe it’s a quarter of the price and very accessible, yet they don’t have the alcohol abuse problems we have in Australia.

“Here people set out to see how drunk they can get, but in many other cultures it’s not acceptable to keep drinking heavily.

“The solution needs to start in the home and school to bring a change in society that we don’t accept this type of drunken behaviour.”

Earlier this month Cr Ermacora responded to The Standard’s questioning on liquor discounting by supporting calls for a minimum floor price.

“There is no doubt that availability of cheap alcohol contributes to the higher rates of harmful alcohol consumption in our city,” she said.

“There is clear evidence that Warrnambool has a higher incidence of harmful consumption of alcohol than the Victorian average.”