It says plans to give local authorities the power to ban multibuy promotions will impact wine merchants more than problem drinking.
And the WSTA has said that some steps are retrograde or unnecessary, including the introduction of a mandatory Challenge 21 policy when many areas and retail sectors have voluntarily moved to Challenge 25.
Chief executive Jeremy Beadles said: “We have approached this consultation constructively from the start but, while we share the government’s ambition to tackle the minority of irresponsible businesses and consumers, we fear this code in its current form is unlikely to have the desired objective of reducing alcohol disorder.
“We fear the code is going to punish the majority of responsible retailers and consumers. It’s time for a rethink.”
The WSTA has called for targeted policies to tackle problem drinking, proper enforcement of existing laws and a local partnership approach to tackle problem areas.