Thousands of pubs, bars and restaurants will slash the price of food and drink by 7.5% today as part of a campaign to show the benefits of cutting VAT.
The "Tax Equality Day" campaign will see 15,000 establishments slash prices in a bid to highlight the crippling impact of VAT, with up to 40 chains backing the protest, including JD Wetherspoons, Punch Taverns and Fullers.
Chancellor George Osborne raised VAT from 17.5% to 20% back in 2011, arguing that it was a "progressive" move.
Jacques Borel. the mastermind behind the tax protest, has previously secured VAT cuts in European countries like France, Germany and Belgium.
"Our message is clear - a reduction in the level of VAT on a long-term basis will generate growth and create jobs in the important leisure and hospitality sector," he said.
"At present all food and drink in pubs is subject to 20% VAT, compared to supermarkets which benefit from a zero VAT rate."
The Campaign for Real Ale (CAMRA) threw its weight behind the initiative. Head of communications Tim Steiner said: “British beer drinkers pay one of the highest rates of duty in the EU and it’s fantastic to see an initiative shine a light of this.
“Hopefully pubs will see a much-needed boost in trade and Camra would urge people to take the opportunity to try a real ale from one of the local breweries at a slightly cheaper price.”
A Treasury spokesperson said: "We are committed to supporting the leisure and hospitality industry and have cut the tax on a typical pint of beer by one penny at Budget 2013 and by a further one penny at Budget 2014, making a pint of beer 8p cheaper than under inherited duty plans.
"We are also providing additional support to businesses in a number of ways.
"For example, from April 2014 businesses and charities have been able to benefit from up to £2,000 off their employer national insurance contributions bill and over £1bn of business rates support has been provided."
You've Been Drinking Champagne Wrong This Whole Time
You Use A Flute.(01 of07)
Open Image ModalA white wine glass is optimal, Losfelt says, as the bowl allows the wine to open in the glass so you can enjoy all the aromas and complexity. "Traditional Champagne flutes have a celebratory shape and are perfect for showcasing Champagne’s stream of bubbles, but their narrow shape actually stifles aromas and flavors," she adds. "Coupe glasses, on the other hand, create the opposite experience; the glass’ extra-wide mouth overexposes the Champagne to air allowing the bubbles to escape too quickly and not allowing the drinker to enjoy all of its aromas." (credit:Getty)
You Pair Champagne Only With Fine Food.(02 of07)
Open Image ModalChampagne, and Rosé Champagne in particular, may seem like drinks meant to accompany delicacies, but these beverages taste best with salty and fatty foods. So bring on the fried chicken, hotdogs, BBQ sauce and french fries. (credit:Half Baked Harvest)
You Fill Your Glass Too High.(03 of07)
Open Image ModalPouring more than one-third of a glass will cause the Champagne to warm too quickly, which will prevent you from enjoying the crisp drink chilled. (credit:Foodcollection RF via Getty Images)
You Open The Bottle Incorrectly.(04 of07)
Open Image ModalThis three-step process will ensure total control over the bubbly bottle: Place your thumb on top of the cage, untwist but keep the wire frame on the cork, and twist the bottle away from the cork, instead of the cork away from the bottle. Tada! (credit:Andrew Dernie via Getty Images)
You Store Champagne In The Fridge For Way Too Long.(05 of07)
Open Image ModalUnless you're planning to consume Champagne within 3-4 days, store the bottle in a cool, dark place until you're ready to drink it. "If you store it for weeks [in the refrigerator], it will become problematic because there is not a lot of humidity in a fridge and the cork is going to dry out," Losfelt says. "As the cork dries out, the seal between the bottle and the cork will loosen up and the Champagne will oxidize faster, which will dramatically change its aromas." (credit:T-Pool via Getty Images)
You Hold Your Glass By The Bowl, Not The Stem.(06 of07)
Open Image ModalChampagne's temperature is hugely important to tasting its flavor complexity. If you hold the glass by the bowl, your hand will warm the liquid too quickly. (credit:Getty)
You Wait For Special Occasions.(07 of07)
Open Image ModalThe bubbly beverage is not meant to accent only formal or celebratory occasions. "Don’t overthink Champagne – just enjoy it," Losfelt says. "And if you have a bottle of Champagne in your refrigerator now, don’t wait for a special occasion...You will see that by opening that bottle, the special occasion will come to you." (credit:Getty)