Although the Prime Minister has said he did not want to impose burdens on "moderate drinkers" and rejected a plan to impose a minimum price for alcohol, local publicans have come down on the side of setting such controls.

England's Chief Medical Officer Sir Liam Donaldson had already argued that controlling the minimum price of booze would have a major impact on the UK's 'drink problem'.

Agreeing with his analyis, the pub and off-licence industry in Northern Ireland is backing a plan to set the price of a 'unit' of alcohol at a minimum of 50p.

A spokesman for the Federation of the Retail Licensed Trade in NI said this might indeed help tackle the irresponsible sale and consumption of alcohol.

Chief Executive, Colin Neill, said Northern Ireland had higher levels of alcohol abuse than other parts of the UK.

"I think it has to be realised that alcohol is no ordinary commodity. it can't be sold like bread or jam," he said.

"You need a licence to sell alcohol. With that licence comes responsibilities. We cannot allow irresponsible promotion." he said.

Making comparisons to other day-to-day items he said: "The estimated price of a cinema visit for a child is about £9 by the time you buy popcorn and the ticket and stuff.

"That, in today's prices, is about seven and a half litres of cider or 40 odd cans of beer. That is not right," he said.

However, speaking at a press conference at 10 Downing Street on Monday, Gordon Brown said: "We don't want the responsible, sensible majority of moderate drinkers to have to pay more or suffer as a result of the excesses of a minority."

The PM's decision won't impress Sir Liam Donaldson, whose has argued that the evidence had shown that price and access were 'key determinants' of drinking habits.

He said: "Any plan to combat a problem needs a backbone. Price and access are that backbone - I will continue to champion it.

"This is a key measure which would almost certainly make a major impact on our drink problem as a country."

Sir Liam's new report today said a 50p minimum price for a unit of alcohol would mean a standard bottle of wine could not be sold for less than £4.50, a two-litre bottle of cider for £5.50 and the average six pack of lager for £6.

See: PM Rejects Calls To Impose Minimum Alcohol Price