Health lobbyists in Scotland have called for the introduction of minimum pricing on alcoholic drinks.
The Scottish Health Action on Alcohol Problems (SHAAP) wants new Scottish licensing legislation to give the Government the power to set a minimum price for booze.
It believes that a 10% rise in alcohol price would save the lives of 479 men and 265 women every year.
In its report, Alcohol: Price, Policy and Public Health, it claims that price control is the most effective policy to reduce alcohol-related harm.
"The evidence shows a clear link between alcohol price and harm," said SHAAP chairman Dr Bruce Ritson.
"We believe that setting minimum prices could save the lives of almost 750 Scots every year.
"No single policy initiative will solve all the alcohol problems in our society but price is a significant factor in rising consumption levels and associated harm.
"But more importantly, it is an area in which government action could make a real difference in reducing alcohol harm in Scotland which is costing us over £1bn pounds every year."
Other recommendations in the report call on the Scottish Government to:
• End irresponsible alcohol promotions in all licensed premises in Scotland.
• Make representation to Westminster to increase alcohol duty and link alcohol taxes to inflation.
• Make representation to Westminster to link levels of taxation to alcohol strength.
• Consider whether there is a need for an independent, regulatory body to protect the health of the nation in relation to alcohol.
The newly formed Alcohol Health Alliance, which also wants a 10% increase in alcohol tax, has welcomed the report. "We strongly support the public policy measures on alcohol that SHAAP is raising with the Scottish Government," said professor Ian Gilmore of the Royal College of Physicians.
"They are very similar to those raised by the Alcohol Health Alliance UK, and strong measures will be needed if we are to prevent the health damage caused across the UK by alcohol misuse.
"As Scotland led the way in smoke-free policies and also by embedding a public health principle in the new licensing legislation, we await with interest the response of the Scottish Government."