Supermarkets reject 'alcohol kills' warnings

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Signs would inform customers of the dangers posed if they drink too much alcohol, MP Doug Naysmith told the health select committee.

But supermarkets rejected the idea. Giles Fisher, head of alcohol buying at Waitrose, said: "If we come across as preachy it will turn people off."

Experts also hit out at proposals to make alcohol more expensive in a bid to cut binge drinking.

Paul Kelly, corporate affairs director at Asda, said: "Minimum pricing is a very blunt tool. It will have the greatest impact on low-income families. It is extra money being taken out of their pockets and profiting the drinks industry."

Nick Grant, general counsel at Sainsbury's, said: "If there is an increase in price it will naturally incentivise illicit production."