Trade groups have questioned government figures showing that more than a quarter of adults in some areas of England are drinking enough to put their health at "significant risk".
The figures show that in relatively affluent areas, such as Harrogate, Guildford and Woking, more than a quarter are likely to be drinking at "hazardous" levels.
Those drinking even more, referred to as "harmful" drinkers, tend to live in more deprived areas, such as Liverpool, Manchester and Hull.
"Hazardous" levels are defined as drinking between 22 and 50 units for men and 15 and 35 for women. "Harmful" levels are defined as more than 50 units for men and more than 35 for women.
The research, published by the North West Public Health Observatory, also reveals a surge in alcohol-related illness and pressures on health services.
The national press leapt on the figures, suggesting it revealed the extent of "binge Britain", since the Licensing Act.
However, the figures come in the week after British Beer & Pub Association research showed that alcohol consumption has dropped 5.3 per cent in the last two years.
Neil Williams, a spokesman for the British Beer & Pub Association, said: "What is clarified as hazardous some would see as moderate, so this raises questions about the credibility of the headlines.
"One glass of wine or just over a pint of beer a day would get you into the hazardous zone. What is good is that is highlights the fact that a significant amount of drinking is now done at home."
Jeremy Beadles, chief executive of the Wine and Spirit Trade Association, said: "The term 'hazardous' is a mis-leading one in this case," he said. "There is big difference between drinking one glass over the guidelines than drinking 10 glasses of wine more than the guidelines."