The chief executive of Scotland's biggest licensee group says a new Scottish government "get tough" approach to binge-related crime and disorder doesn't go far enough.
Scotland's Justice Minister, Kenny MacAskill, has repeated a pledge to tackle off-trade cheap drink deals in his strongest yet attack on the country's binge culture, which he says must be urgently challenged.
In it he said deep discounting off-trade promotions must be curbed, and that drink can never be allowed as an excuse for criminal behaviour.
But Scottish Licensed Trade Association chief executive Paul Waterson wants the Minister to tell the "big six" supermarket retailers that they must raise their prices, and says no form of voluntary approach will work.
He says while MacAskill may target offers like buy one (case) and get one free, he hasn't made any commitment on pricing.
Mr Waterson said: "We are now a nation of off-trade drinkers and any attempt to deal with drink problems must acknowledge that."
He said previous minimum pricing bids had failed because they'd been applied by licensing boards. And he added the Executive should also study whether to make 21 the minimum age for buying drink from off-sales.
Scottish Beer & Pub Association chief executive Patrick Browne maintains minimum pricing by any route is against competition law, and illegal.
He strongly backed MacAskill's robust stance against drunks using alcohol as an excuse for crime, but added: "There are very serious aspects of violent crime in Scotland, like for example the illegal carrying of knives, which need to be more effectively tackled by the police."
Meanwhile senior Scottish medical lobbyists want the UK to raise duty to increase the price of drink - in line with the controversial new Tory policy.