A clampdown on binge-drinking and moves to protect children from drink are at the forefront of government plans to deal with alcohol misuse.
With the publication of Downing Street's strategy unit's initial findings on alcohol abuse scheduled as this article was posted, the trade is being warned that it needs to tackle issues such as irresponsible drinks promotions in order to avoid legislation.
Leaked documents suggest the government hopes to transform a nation of drinkers that stand at the bar downing pints as quickly as possible, into a continental café society sitting down to enjoy a leisurely drink.
One of the key issues identified by the government's National Alcohol Reduction Strategy is a "culture of intoxication" in Britain. This is fuelled by young people, both underage and those in the 18-30 category, drinking products such as premium packaged spirit brands and shooter cocktails.
The report defines binge-drinking as more than eight units of alcohol, around four pints of standard lager, in a single session. Under that definition, it is claimed that around 40 per cent of trips to the pub by men end in a bingeing session, and around 20 per cent of visits by women.
A Cabinet spokesman said: "I think it's been made very clear what the main issues are. We need to look at binge-drinking and ways of protecting vulnerable groups, such as children, from the affects of alcohol."
At this stage, the report will not make any policy recommendations, but will instead set out the main issues and invite comment on ways to tackle them.
Mark Hastings, spokesman for the British Beer & Pub Association, said: "The emphasis is intended to be on education and information, rather than legislation.
"We are already tackling issues such as irresponsible drinks promotions, and what's important is that those operators who haven't yet got their house in order, now do so."