Diageo chief executive Paul Walsh fears the UK could be "swept along" in the international drive to raise alcohol taxes if the industry's voice isn't heard.
He was speaking to the Morning Advertiser about the World Health Organisation's (WHO) bid to create a global strategy to reduce harmful drinking.
Walsh said: "I don't know how serious [the threat of tough sanctions against the industry] is. But if there's orchestrated calls at WHO-level for a certain threshold of [alcohol] tax, the UK could be swept along, and this could be mandated from the EU."
Walsh backed more focus on individual responsibility and said causes of problem drinking are "very complex".
"Global solutions will not be found in headline-grabbing quick fixes but in long-term strategies based on sound evidence."
He was speaking at the launch of a book, Working Together to Reduce Harmful Drinking, which calls for the industry's views to be taken seriously in the debate on reducing harmful drinking.
Meanwhile, a former senior Scottish Government official said attempts to tackle the problem of irresponsible drinking by altering price are "time wasting".
Godfrey Robson, former director of health policy in the Scottish Government, blasted the "simple and simplistic" position of governments that make proposals without proper thought or debate.
Robson's comments come as the Scottish government reaffirms its desire to implement minimum pricing in its new Alcohol Bill, published today.
"Governments get it into their heads that the solution to the UK's drinking problems is to put up prices," said Robson. "The problem is dangerous and much more complex."
However, Robson said there's "definitely room for regulation in happy hours and drinks promotions" and called for "tighter but informal regulation".
He blasted the "years" spent by the government on ineffectual measures and discussion.
Marcus Grant, the book's co-author, said the WHO's edicts would have no status in law but added a "moral persuasion" for states to act.
"It will have considerable influence, even if it won't have a direct impact on legislation."