Restrictions to end heavily-discounted offers for cheap alcohol are being considered in Scotland.
Justice Secretary Kenny MacAskill has said he is looking at ways of encouraging responsible sales and targeting binge drinking problems.
The move could include measures to stop buy-one-get-one-free deals in supermarkets and off licences.
Mr MacAskill said buying alcohol was now seen as no different than buying "soap powder and bananas".
He told The Herald newspaper: "There's something perverse in Scotland that a bottle of cider can cost less than a bottle of water.
"Of course we all like a bargain, but it shows we have come to think of alcohol as no different from bananas or soap powder. That cannot be right."
"We are happy to discuss any ideas but we think the solution that Mr MacAskill suggests is the wrong one"
The secretary criticised one of his local supermarkets for selling 60 bottles or cans of beer for £20 under a buy two get one free offer - with beer working out at just 43p a pint.
Gordon MacRae from the Scottish Grocers' Federation said the Scottish Executive should impose a proof-of-age scheme rather than criticise shopkeepers.
He said he believed the biggest problem was retailers selling alcohol at a loss as a way of luring customers into the store.
Mr MacRae said: "We are happy to discuss any ideas but we think the solution that Mr MacAskill suggests is the wrong one.
"We should actually be focusing on the low cost selling of alcohol by supermarkets.
"What we would like to see is transparency whereby supermarkets would have to publish the cost at which they buy alcohol. That would flush out the low cost selling practice."
Mr MacRae said there was "no evidence" that in-store promotions increased alcohol consumption, adding: "People don't tend to drink it any more quickly than they would have done anyway."
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