Jeremy Beadles of The Wine and Spirit Trade Association (WSTA) stressed that the industry was playing a significant part in encouraging responsible drinking, speaking after the launch of the government's new National Alcohol Strategy.

As part of the new proposals, the government is increasing pressure on the industry to step up measures to curb irresponsible alcohol consumption, due to the effect it has on both public health and crime. Such incidents currently costs the country £20bn a year, according to official figures.

Beadles was pleased that the government acknowledged the contribution that the industry was already making significant changes to the way it targets its products at consumers.

"The Strategy recognises the central role that the alcohol drinks industry has played by working in partnership with the Government and other stakeholders on a range of issues," he stated.

He pointed to its support of the "Challenge 21" campaign and the formation of the Drinkaware trust as positive examples of the changes beverage manufacturers had bought to the industry.

Beadles also praised the report's emphasis on personal responsibility, alongside industry involvement as a key factor in improving the drinking culture in the UK.

"If we expect people to change the way they make decisions about alcohol, it is essential that they understand why," he stated. "The industry recognises the important role it can play in helping to inform consumers, but we firmly believe that some messages are best delivered by Government."

He did stress some concern that the industry had not been fully involved in devising the new proposals. He called for greater industry involvement in measures that could significantly affect the industry.

However, while the government welcomed the involvement of the alcohol industry to drive reforms to the national drinking culture, it was keen to add that some manufacturers were still acting carelessly in the way they operated.

"There are still businesses that act outside the law or fail to consider the interests of their customer," the government stressed in the National Alcohol Strategy report.

Therefore it added that authorities would maintain their tougher stance on the industries' business practices.

"The Government will also ensure that sufficient measures are in place to eliminate irresponsible promotions and to protect children from the influence of alcohol promotions and advertising," the report added.