Health Secretary Andrew Lansley has said he believes the culture of heavy drinking can be changed "without excessive, burdensome regulation".
He told the Drinkaware Annual Conference that "we need action" on alcohol related harm.
But he said alcohol misuse is "not somehow hardwired into the national psyche" and added: "It's not true to say the only way to break through the cycle is through punitive top-down measures. I'm more optimistic than that.
"I don't believe drinking too much needs to be the British way. I believe we can change behaviours, we can secure progress, and I believe we can do it without excessive, burdensome regulation."
Lansley is spearheading the responsibility deal with the industry, which is billed as an alternative to heavy-handed regulations.
He added: "There's a long way to go but the lesson of this start is the value of partnership, the strength of the [responsibility] deal will lie in the diversity of the organisations it brings together, public sector, commercial, voluntary.
"To succeed we need to trust each other and work in a real partnership.
"We should aim for a profound and long term shift in the attitudes of people in this country towards alcohol, to make a more positive future and a stronger relationship between ourselves and our behaviour, and I hope all of us can see ourselves as part of making that happen."
However, critics would argue that the Coalition is already adding punitive measures on the industry. For example, by introducing the late night levy and doubling maximum fines for underage sales.
Drinkaware chief executive Chris Sorek told the Conference: "As we move forward in 2011, assisting parents to help their children make sensible decisions about alcohol is essential so they do not become the young adult binge drinkers of tomorrow and, later, the adult drinkers who are putting themselves at increasing risk.
"Establishing a working group of industry and public health representatives to help support Drinkaware's activity in this area will be a great marker of progress."
More than 100 delegates from the industry and public health attended the Conference, which was held at Westminster Central Hall in London.