Scottish campaigners and a Dundee MSP are calling on the Scottish Executive to examine supermarkets and off-licences which sell alcohol at discount prices.
Dundee East MSP Shona Robison (pictured), who is also the SNP shadow health minister, said: "I certainly think price has to be part of the debate. Easy availability of cheap booze has to be a contributory factor to our binge drinking culture.
"The Executive can't ignore price and should be talking to supermarkets about a more responsible approach rather than price wars."
Patrick Browne, chief executive of the Scottish Beer and Pub Association, said Ms Robison's comments were "welcome", but "would have been more welcome three months ago when the Scottish Parliament were drawing up legislation" on drinks promotions.
"We drew to their attention then that 'buy one get one free' offers were being banned in pubs but not in supermarkets," he said. "We feel everybody should have a level playing field."
Ms Robison's comments were echoed by Gillian Ferguson, a co-ordinator at Tayside Council on Alcohol - an organisation which offers advice and guidance for those experiencing alcohol-related problems.
"The availability of very strong lagers and ciders sold at a ridiculously low price in relation to the alcohol content needs to be scrutinised in the same way as attention has been put on the pub/club trade promotions and irresponsible sales," said Ms Ferguson.
But the British Retail Consortium - which represents stores such as Tesco, Sainsbury and Asda - rebuked the claims, insisting that supermarkets were within their rights to discount on alcohol.
"People who buy alcohol in supermarkets tend to consume it over a long period of time. Discount pricing is a perfectly legitimate.
"It is only a small minority who are abusing alcohol. It is only fair the sensible majority should be entitled to these price benefits."