Alcohol remains a clear and present danger to population health in Ireland. In response to this threat, the Irish Government passed the Public Health (Alcohol) Act, 2018. In addition to introducing Minimum Unit Pricing (MUP) and alcohol warning labels, this legislation also prohibits the selling of alcohol at a reduced price and the sale of alcohol in a manner likely to encourage alcohol consumption. However, this paper identifies numerous examples of ‘bottomless brunches’ in Ireland wherein unlimited alcohol is provided for a fixed price within a certain time period. A robust response from the Health Services Executive (HSE) and the Government is required to respond to alcohol as a Commercial Determinant of Health (CDoH).