Supermarkets and bulk wine retailers targeted

Downing Street is set to publish its long-awaited alcohol strategy, which will include a crack-down on "multi-buy discount deals". The policy will prevent the major supermarket chains from selling wine, beer and spirits in bulk through deals such as "buy six for the price of four". Industry insiders fear the ban will have a particularly dramatic effect on companies such as Majestic Wine, whose business model is based around the principle of selling in larger quantities. It is understood many bulk retailers had not been informed of the Government's imminent proposals. Diageo, the FTSE 100 drinks giant, has warned the Government's strategy is unlikely to target problem binge-drinkers. Instead, drinks manufacturers argue it will hit cash-strapped households - the majority of which enjoy drinking responsibly. Today's alcohol strategy, which is part of a personal crusade by Prime Minister David Cameron to end the "scourge of violence" caused by binge-drinking, will also lay out plans for a minimum price per unit of alcohol of 40p. Andrew Cowan, director of Diageo in Great Britain, said: "Diageo has consistently supported this Government and its predecessors to tackle alcohol misuse and believes measures such as stricter law enforcement in addressing drunk and disorderly behaviour will work "However, the intended introduction of pricing intervention is misguided and appears to run counter to the Responsibility Deal set out by this Government. "Rather than being a targeted intervention, it simply hits consumers hard, particularly those on low incomes. "There is no credible evidence from anywhere in the world that it is an effective measure in reducing alcohol related harm." The Scotch Whisky Association wrote to the Government earlier this month warning that minimum unit pricing was likely to be tested under European law. The organisation, whose 56 members employ 35,000 people in Britain, argues minimum unit pricing is illegal under European trade rules as it acts as a domestic barrier to free trade. Previous efforts by countries such as the Netherlands to introduce a minimum unit rate have been rebuffed by the European Court of Justice in Luxembourg. Gavin Hewitt, chief executive of the SWA, believes the measure would wipe 15pc off the value of Britain's whisky exports, which amounted to £3.45bn in 2010 - the last year for which figures are available. Minimum unit pricing is also being pursued by the Scottish Government.