The Publican is today calling on readers to back our new Make it the Minimum campaign to crack down on irresponsible cut-price booze deals.
Licensees up and down the country constantly tell us of the pressures they face due to cheap supermarket prices encouraging people to drink at home rather than visiting the pub.
Last week alone we reported that Asda was selling four cans of Skol for 90p - the equivalent of 29p per pint. Meanwhile in Tesco 18-bottle cases of Carlsberg Export were flying off the shelves at £5 a go.
We believe government intervention and a minimum price of 50p per unit is the only way to bring an end to these, often loss-leading, deals.
And so far the Campaign for Real Ale (CAMRA), MP John Grogan, and the Federation of Licensed Victuallers' Associations (FLVA), have all voiced their support.
Mike Benner, chief executive of CAMRA, said: "We absolutely support minimum price regulation to stop loss-leading.
"We have seen no evidence that supermarkets have responded to the suggestion that they should cut out loss-leading and if anything it has probably got worse.
"Introducing a minimum price of 50p per unit would have no impact on the prices of alcohol sold by responsible pubs."
If the minimum price was set at 50p, a standard lager (four per cent ABV) could be sold at a low of £1.15 in the pub - but if it would mean Asda's cans of Skol would have to be at least 72p a can.
John Grogan MP, chairman of the All-Party Parliamentary Beer Group, has thrown his support behind Make it the Minimum. He also believes minimum pricing could become inevitable in England if plans to introduce it in Scotland are successful.
He said: "I think there is a collaboration of potential support for the idea of minimum pricing; from chief constables on the public order side, doctors on the public health side, smaller shops who can't compete with the supermarkets and obviously from pubs and clubs as well."
He added: "It's hard to see how you can have one price in Glasgow and another in Carlisle.
"I congratulate The Publican on launching this significant campaign."
And Tony Payne, chief executive of the FLVA, said: "We support minimum pricing and The Publican's campaign. We think it is the only way pubs can compete with the supermarkets."
In a letter to The Publican this week Coors - brewers of Carling and Grolsch - also showed support for the idea.
Chief executive Mark Hunter wrote: "If government wants to stop the sale of cheap off-trade alcohol, only they can address the competition law issues that are involved."
He continued: "In the Coors submission to the Department of Health's current alcohol consultation, we suggested that Government explore the system of Social Reference Pricing. I saw this in operation personally when I was working our Canadian business - Molson.
"The different Provinces in Canada set a minimum price for the sale of alcohol. This regulation has been place for many years without any public disquiet; preventing the sale of extremely cheap alcohol without making drinks unaffordable for the average consumer."
And now we want you to give the campaign your backing by emailing your name, pub and comments of support to makeittheminimum@thepublican.com, or by adding your feedback to this story.
An online petition is also set to go live - for further details keep visiting www.thepublican.com
We will then ensure all the responses are sent to 10 Downing Street.