A brewery chief has argued the industry deserves more respect for its work on promoting responsible drinking after taking a "pasting" from the previous government.
Speaking exclusively to The Publican, Jonathan Adnams, chairman of the Suffolk-based brewer and pub company, said: "The industry has had a pasting as a whole for the last four or five years.
"We do need a little bit of respect for a lot good work we have done, which perhaps the previous government didn't really want to acknowledge."
Drinks companies and pubcos currently pile thousands of pounds into the Drinkaware charity and Portman Group, which both promote responsible drinking.
Adnams admitted there were some alcohol "hotspots" and people who caused trouble from drinking too much.
But he added: "For most people, it (drinking) is part of everyday life, and nothing the industry should feel ashamed about."
His comments come as the industry awaits the results of a Treasury and Home Office review of alcohol taxes and pricing. The Home Office is expected to report back on its findings on pricing in the next few weeks.
But Adnams was remaining realistic on the outcome - and the next Budget. "The reality is the government is looking to raise considerable sums in taxation and alcohol has been a considerable source of revenue for 200 years and will continue to be so," he said.
Asked whether he thought the Treasury would accept the trade's argument that government tax revenue from alcohol had now reached a tipping point, he replied: "That's an argument we have been saying for the last couple of years, but it never seems one the Treasury is inclined to accept."
Meanwhile, as the tension around spirit producers and brewers escalated, Adnams argued the Scotch whisky industry had "had their money's worth" from its trade body, the Scotch Whisky Association.
"We haven't done quite so well on the beer side," he said.
But he laughed at the suggestion Adnams would now favour spirit producers arguments on duty, as the company will now be producing gin, vodka and whisky at its newly opened distillery.