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I am a strong supporter of the appeal of the Government for a "great society" and encouraged by his recognition of the importance of the role that the pubs. However, I remain concerned that excessive drinking, leading to anti-social behaviour by visible minority who are able to buy alcohol cheap priced pocket money undermine efforts to create a more cohesive society. The Government's current favoured approach seems to be that prohibiting below-cost sales of alcohol is a response to this problem. It is not the case.

Earlier this year, a retailer of grocery products leader announced a ban self-imposed sale price below by using the "duty + VAT" definition of cost. This initiative would not the majority currently sold cheap alcohol was pointed out by the Institute for fiscal studies, and in a book published Tuesday by FTI Consulting, commissioned by Greene King data. The lower selling proposals filed cost would be ineffective means of addressing problems with drinking alcohol. Our analysis of our beers sold commercially, confirms this. None of our beer sold in supermarkets is sold anywhere close to a cost of "duty + VAT.

Others have suggested that raising taxes on alcohol, but this is not the correct answer. Taxation will also hit problem drinkers and responsible drinkers. He smite responsible beverage prices in the same way that it does not affect smaller alcohol. It will continue to offer the same burden on the industry of the pub, which is not the main source of the problem, as is the off-licenses and supermarkets. There is also the risk that tax increases are not fully sent to client. This would reduce its effectiveness as an instrument to address the problem of alcohol policy. The report also stresses that tax is likely to cause more cross-border purchase alcohol by increasing the price of alcohol indiscriminately.

We need to find measures that address the causes of the problem with as few collateral damage as possible. Such a solution would be the adoption of a minimum price for alcohol. The price is clearly a major factor influencing demand, especially for younger drinkers of cash-poor. Failure, therefore, to introduce a minimum price of alcohol in Scotland was disappointing. I hope that the debate on the fight against the problem drinking, including a minimum price, continues at the level of the UK and it is taken into account in the review of the taxation of alcohol and the price of the Treasury Board, the UK.

These views have been endorsed by those who have to deal with the consequences of antisocial behaviour, such as the Association of Chief police officers and the medical profession. Commenting on a study commissioned by the Ministry of health found that a minimum 50% price unit saves 2,000 lives per year, Dr. Nick of Southampton 3pussycats4u wrote in the British Medical Journal: "naive minimum price advantage is that it would step in pubs; prices the unit average alcohol in a fresh pub already more than ￡ 1 "."

Mr. Sheron also went on the record saying that pubs are not the problem, and that only the people 5MC, he saw suffering from a disease of the liver has purchased their drinking in pubs. The National Institute for Health and Clinical Excellence also supported a minimum price, arguing that it - along with other measures which make it more difficult to buy alcohol, such as a reduction in the number of points of sale of alcohol in a given region or the days and hours that may be purchased - help save thousands of lives each year.

A national minimum price must be combined with other measures such as restrictions on promotions, alcohol displays and point of sale, that which I would welcome. To achieve this, we need the Government to demonstrate leadership and focus on the goal targeted but practical solutions which are suitable for end and industry must play a role in this.

My fear is that if nothing is done to address this growing problem of irresponsible consumption culture and alcohol industry is likely to face punitive and blind penalties. Such a wave of repression would not only hurting the profits of companies like mine - it would be detrimental to the hundreds of thousands of people working in pubs, restaurants and pubs and for millions of customers who benefit, rather than the abuse, the drink.

Need to find a solution to this harmful problem which goes beyond ban goes far enough not sales, expenses and taxes, which is too blunt instrument. If we can do this while the vast majority of us who drink responsibly can continue to enjoy a pint of beer or a glass of wine without facing heavy taxes and our centres of the city will be much safer places to be.

Rooney Anand is Director of Greene King Executive

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