A trade body that promises to usher in a "new era for responsible alcohol retailing" has been launched with government backing.
The National Licensed Trade Association (NLTA) aims to tackle drinks related violence and crime through a range of initiatives including its free barstaff training programme Barcode.
Those who take part will learn how to deal with drunks and how to diffuse situations before they get out of hand.
Barcode trained staff will be given colour-coded cards that indicate the standard they have reached.
A separate scheme will see alcohol units displayed on till receipts to tell drinkers how much they are consuming.
Home Office Minister Alan Campbell praised the initiative at its launch on Tuesday.
He said: "It can't be acceptable for people to pre-load before they go out, and to get blind drunk when they go out, with encouragement from some pubs and clubs.
"Problem premises must get their act together. The NLTA can help make a real and lasting effect on people's lives."
Trade group the BII welcomed the initiative but warned that there is risk of a "duplication of effort".
Chief executive Neil Robertson said: "As is often said, we already have a large number of bodies and associations representing the various elements of our industry so it's important that this new group communicates and works positively with the rest of us. After all, we're all campaigning for the same positive outcomes."
However Spike Marchant a consultant to the NLTA added: "There have been some doubts as to how quite how effective the existing bodies are in tackling the issue. Rightly or wrongly there is also a perspective that they are a little bit beholden to the drinks industry.
"There was a real need to formalise and bring together a proper NVQ structure that will be locked into the licensing trade."
The NLTA is chaired by Helen Newlove, whose husband Garry was kicked to death by a gang of drunk teenagers.