The trade is working on a proposal for an industry-wide social marketing campaign, dubbed Project 10, in response to the Prime Minister's summit on alcohol misuse last year.
Project 10 said: "The industry wants to build on the progress that we are making with government in reducing the number of adults who regularly drink excessively. Project 10 is intended to influence attitudes to the social acceptability of drunkenness and so challenge the minority to reconsider their behaviour."
The project is being co-ordinated by Bruce Ray, who is also external affairs director at Bacardi Brown-Forman, and Richard Evans, the former boss of Inbev UK. Ray said leading on and off-trade retailers and suppliers are involved and all major trade bodies are supporting it.
The concept for the campaign has already been created and won support from the group's members. Project 10 is now in discussions with the government about how it could work within the context of existing initiatives such as Know Your Limits .