Beam Global has spoken of plans to pilot an alcohol education programme in a UK school to help children better understand alcohol.
Talks are taking place between the drinks company and Sussex police about trialling the initiative in a school in the county later this year.
Speaking about the initiative at the Wine & Spirit Trade Association's spring conference, Beam Global UK managing director Jonathan Stordy, said a similar scheme had already proved a success in Spain.
He said: "There is not enough investment in education around drink in the UK. Our children have sex education lessons, so why are we sending our children out for their first drinking experience at 18 without education?"
The government is also set to unveil its plans to tackle under-age drinking. Kevin Brennan, the parliamentary under secretary of state for children, young people and families, also speaking at the conference, said its Youth Alcohol Action Plan would be released in the next few weeks.