Drinks giant Diageo has backed the Government's tough plans for licensing — saying they are better than a ban on below-cost alcohol sales.
This morning Home Secretary Theresa May unveiled plans for an overhaul of the licensing regime .
The Government will now open a six-week consultation period into the proposals.
Simon Litherland, managing director, Diageo GB said: "At the heart of the Government's consultation is the opportunity for local authorities to find the right solutions for their local communities.
"We thoroughly support that approach and work with a large number of authorities throughout the country to deal with their specific issues. We fully endorse the Government's tough stance and desire to take action on those found consistently selling alcohol to children."
He also said: "We believe that measures suggested today by the Home Secretary such as taking tough action against those premises that break the law, are a much more effective way of tackling alcohol problems than a pricing policy, such as a ban on below cost selling, which will impact everyone."
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