A minimum price for alcohol of 40p per unit and a ban on off-sales promotions would save hundreds of lives in Scotland, according to new research.
The SNP government is keen to introduce the measures, and claims research it has commissioned backs up its position.
A Sheffield University study found that alcohol related deaths would fall by 70 in the first year after the laws were passed with that figure rising to 370 per year after a decade.
The report also states that the impact of the legislation would be on heavy-drinkers who tend to opt for cheap, higher-strength products.
Health Secretary Nicola Sturgeon said the report backs-up the government's hard-hitting plans to tackle alcohol related problems.
She said: "We are already using all the powers at our disposal to tackle problem drinking - from banning irresponsible happy hour type promotions and nationwide test-purchasing to catch rogue retailers, to substance misuse education in our schools and awareness raising campaigns on the dangers of too much drink.
"But it is clear that to bring about a real, lasting culture change we've got to be bolder. That's why the Scottish government is bringing forward a radical package of measures in our Alcohol Bill."
The Alcohol Bill is expected to be before the Scottish Parliament in November.
But Patrick Browne, chief executive of the Scottish Beer & Pub Association, said the government still needs to show that a minimum price is legally enforceable.
He said: "The report published today, commissioned and paid for by the Scottish government, will no doubt be poured over by some, but its findings can hardly come as a surprise given that the same researchers who produced today's report had already produced another report endorsing the principle of minimum pricing.
"The Scottish government will still have to demonstrate that any proposals it comes up with will comply with UK and European law and that is the critical issue."
In a report earlier this year Sheffield University researchers said a 40p minimum price in England would lead to 41,000 fewer hospital admissions a year and cut crime by 16,000 offences a year.
The Publican's Make it the Minimum campaign is calling for a 50p minimum price to tackle irresponsible off trade deals. Add your name by signing our online petition.