The Scottish government plans to introduce a minimum price on alcohol, a ban on loss-leaders and cut-price promotions, it has been confirmed today.
The tough action is part of a wide-range of measures ministers want to tackle alcohol-fuelled violence and health-related problems.
Many of the measures will be written into the current Licensing Act, which is due to take full effect in September.
On the minimum price proposal, the government document - Changing Scotlands Relationship with Alcohol: A Framework for Action - notes: "Since the publication of our consultation paper, retailers have continued to heavily promote alcohol products on price alone.
"Some have moved away from quantity discounts to straight price cuts, reducing 24 can packs of lager to only £7 and premium vodka to £6 for a 70cl bottle. Alcohol continues to be promoted as an ordinary commodity, like bread and milk."
No minimum price level has been confirmed, but 40p a unit is mentioned in the document.
Announcing the measures Health Secretary Nicola Sturgeon said the scale of Scotland's alcohol misuse was "shocking", which includes "42,500 alcohol-related hospital discharges; 1,500 deaths per year; soaring rates of liver cirrhosis; the eighth highest alcohol consumption in the world and a £2.25 billion annual cost in extra services and lost productivity".
Under the proposals, pubs and bars will also be forced to offer a 125ml measure of wine as standard.
On spirits, Scottish ministers are hoping to persuade the UK to allow both 25ml and 35ml measures to be sold on the same premises. If the law was changed, ministers would look to make a 25ml measure the standard in Scotland.
A plan to force pubs and supermarkets to pay a 'Social Responsibility Fee' is also included - similar to the much maligned alcohol disorder zones in England.
However small businesses where the "sale of alcohol is incidental to the main purpose of the business and the amount of alcohol sold may be small" will escape having to pay.
Meanwhile, the controversial plan to introduce a minimum age of 21 for off-sales will not happen on a blanket basis. However councils will be encouraged to look at the measure when reviewing their licensing policy statements.
And plans for alcohol-only checkouts in off-trade premises have been dropped.
Justice Secretary Kenny MacAskill said: "Cheap, readily available alcohol is fuelling violent crime and anti-social behaviour, as well as taking its toll on our economy and health service.
"That's why we are taking action to ban irresponsible promotions and make sure alcohol is sold at a sensible price that reflects the strength of the product."
Paul Waterson, chief executive of the Scottish Licensed Trade Association, said he welcomed the focus on the "irresponsible promotions and practices in off-sales".
"The link between excessive drinking and promotions and deep-discounting in off-sales - particularly supermarkets - is the major contributing factor we see with alcohol problems in Scotland," he added.
"Not only does the SLTA agree with minimum pricing, it's a view shared by licensed trade leaders from the rest of the UK and Ireland."
But the Scottish Beer & Pub Association criticised the government for trying to make changes to the Licensing Act with less than six months until its introduction.
Chief executive Patrick Browne said: "That is further uncertainty and cost Scotland's licensed and hospitality industries just don't need given the toughening trading conditions."
Drinks firm Diageo hit out at the plans. Managing director Benet Slay said: "We all have a common goal in wanting to combat alcohol related issues in Scotland. However, we are extremely disappointed to see that government has failed to listen to industry's concerns. It is still progressing with sensationalist policies rather than following evidence based ones that will target the minority of Scots that drink irresponsibly.
"That is short-term politics making a poor attempt at tackling a serious long-term problem."