The Association of Licensed Multiple Retailers has launched a major new campaign calling for tough action on cheap supermarket booze.
During the last football World Cup, supermarkets effectively lost £36 million by selling alcohol below cost.
The ALMR has written to Government ministers, urging them to take action against multiple grocers which it claims are fuelling an increase in problem drinking.
It wants a ban on supermarket loss-leading on alcohol, restrictions on the way special offers are promoted in store, and a ban on single-unit sales of ready-to-consume products.
"These special offers catch the headlines, but it is the everyday low price of alcohol which is the real problem," said chief executive Nick Bish.
"You can buy four 500ml cans of Carlsberg for the same price as an on-trade pint in Tesco and Sainsbury's sells Stella Artois for as little as 64p per pint.
"A litre of own label vodka will set you back as little as £10 in most supermarkets."
"Now that we finally have the evidence, we are doing all we can to make politicians, the press and the public aware of the facts - and to take action."