The drinks trade has hit back at the British Medical Association's (BMA) call for strict curbs on alcohol promotion and sales.
Critics say the proposals in the 'Under the Influence' report would cost jobs without having any impact on alcohol misuse.
Wine and Spirit Trade Association chief executive Jeremy Beadles said: "The BMA says that it is not anti-alcohol, yet with alcohol consumption falling since 2004 and Britain facing the worst recession since the 1930's they call for measures that would hit the pockets of millions of consumers and threaten the livelihoods of thousands of people working in the media, advertising, television, not to mention the drinks industry."
Along with a ban on all alcohol advertising and promotion, the report calls for a cut in licensing hours for both on- and off-trade outlets, minimum pricing, and higher duty.
Beadles said: "Britain already has amongst the highest taxes on alcohol in Europe. It should be obvious by now that higher taxation and higher prices don't curb alcohol misuse.
He added: "The drinks industry is funding a major campaign to change drinking patterns amongst young adults. We believe culture change is more likely to be achieved through long term education and tough enforcement."
Mark Hastings, director of communications at the British Beer and Pub Association, said that licensing hours granted at the BMA's head office in Central London were longer than those of most pubs.
"The BMA's own bars are licensed from 9am to 1am, giving doctors 16 hours a day during which to enjoy a drink - much longer and later than many of the pubs around them. What's good enough for the doctors, is good enough for the rest of us."