SALES of cheap, high-strength cider have increased by 15 per cent in the North-East over the last five years, according to alcohol campaigners.

They are now calling on George Osborne to end tax breaks for the product which they say is a favourite of the region’s homeless people and children.

According to Balance, the North East Alcohol Office, the increase in consumption has been fuelled by low rates of alcohol duty on cider and wants the Chancellor to increase tax on the strongest, cheapest alcohol in the upcoming Budget.

High-strength ciders are available for as little as £3 for a two-litre bottle.

Balance director Colin Shevills said: “On a daily basis, we’re seeing children and young people suffering from the effects of cheap, strong alcohol, available at pocket money prices.

“It’s ruining lives and the Government needs to take action to protect our children”.

As well as increased duty on cider, Balance is calling on the Chancellor to reinstate the alcohol duty escalator, ensure spirits are taxed at higher rates than beer and wine and introduce a minimum unit price for alcohol.

Mr Shevills said: “In the North-East, we’re paying the price for alcohol which is far too affordable.

“People are drinking too much too often, with devastating effects – and it’s being driven by alcohol that is too cheap, too available and too widely promoted. This can’t go on.

“If we are to begin to reverse some of the devastating harms to our health and society caused by alcohol, the Government need to act now and the first step is to increase alcohol duty.”