Cheap off-trade alcohol is fuelling an increase in people drinking at home before heading out at night, a new survey shows.
CGA Strategy's findings add further weight to calls for the off-trade to curb deep discounting.
The results come as Prime Minister Gordon Brown is considering a crackdown on supermarkets selling cheap drinks to young people, according to The Observer.
Experts have reportedly told Brown that cheap super-strength lager and cider in the off-trade is fuelling drink-related disorder and illness.
The CGA Strategy survey asked 1,800 over-18s throughout the UK about their drinking habits and compared answers with a 2005 survey.
It found that 83% of people said they will drink in their own or a friend's house before heading out. The proportion was 75% in 2005.
And they are drinking more before leaving - 28% will consume more than three drinks, compared to 14% in 2005.
The survey shows people drinking alcohol at home over a shorter period of time.
One in five said the alcohol was for immediate consumption (up 2% on 2005) and 46% said it would be drunk over a weekend (up 8%).
Bar Entertainment & Dance Association executive director Paul Smith said: "The CGA Strategy survey confirms what we have been hearing anecdotally from operators for some time.
"Clearly, cheap supermarket alcohol is having an increased effect on the way the public are planning a night out.
"It will be very difficult for the off-trade to continue saying there's no link between cheap supermarket alcohol and binge drinking.
"The on-trade began to take its corporate social responsibilities seriously years ago, leading to a marked improvement in our sector.
"Clearly, the supermarkets now need to do the same."