London brewer and pub operator Fuller's has voiced its support for a minimum price on alcohol.
Fuller's called on the Government to intervene to set a price and stop the "really cheap alcohol" being sold in the off-trade, which was fuelling "binge drinking" amongst young people.
Chairman Michael Turner said a ban on below cost sales would be difficult. "I don't know what below cost really means," he said.
"Some one has got to define it and no-one will reveal the cost price. If it was only a few people at the regulator who knew the costs, if they went into a supermarket and said you are selling below cost then everyone would know what cost was."
Instead Turner said that a minimum price would be "transparent" and have the "possibility of doing some good and stopping some of the damage".
He said: "It might be constructive intervention [from the Government], which would be a novelty."
Turner said the tide had begin to turn with the new Government willing to listen and two supermarkets —Tesco and Morrison's — voicing support for a minimum price.
"Two have said we want to act but they can't do it on their own, they can't do it collectively [because of competition law], so come on Government come and help us."
Fullers also hit out at the increases in beer duty. It said the Government was in danger of causing "irreparable damage" to the industry if duty hikes continued.
He added: "Beer is the most dilute form of alcohol and so the most responsible and pubs are the most responsible place to consume alcohol. We have got to get that across."