A stiff minimum price on alcohol set by the government would have a major impact on problem drinkers, according to university researchers.
The Sheffield University study suggests a minimum price of 40p per unit would result in 41,000 fewer hospital admissions a year - and savings of around £116m to the NHS in treatment costs. It would also cut crime by 16,000 offences a year.
The findings represent a ringing endorsement for The Publican's Make it the Minimum campaign, which is calling for a minimum price per unit to crack down on irresponsible cut-price booze deals.
A 40p per unit price would have little effect on pubs, but could have a massive impact on supermarkets, according to the study. Fifty-nine per cent of off-trade consumption is currently purchased for less than 40p per unit, compared with 14 per cent of on-trade consumption.
The report - commissioned by the Department of Health -has already influenced one move by the government - the action on alcohol promotions revealed by the Home Office last week (see front page story).
Dr Petra Meier from the University of Sheffield said: "Our results show that targeting price increases at cheaper types of alcohol would affect harmful and hazardous drinkers far more than moderate drinkers.
She added an increase in price was likely to be "advantageous" for both off and on-trade retailers as the estimated fall in sales would be more than offset by the unit price increase.
However the British Retail Consortium, which represents the supermarkets and other major retailers, suggested controls on price and promotions "will not tackle alcohol abuse".
Director-general Stephen Robertson said: "If there were a simple link between irresponsible consumption and cost, sources of high-priced alcohol such as pubs and clubs would not be the sources of insobriety they often are."
But Tony Payne, chief executive of the Federation of Licensed Victuallers' Associations, said: "What the British Retail Consortium is not taking into account is that it is cheap alcohol bought in the supermarkets and off-licences that is causing people to over-indulge."
Find out more about The Publican's 'Make it the Minimum' petition here.