An anti-supermarket campaigner and bar operator has welcomed calls to ban the placing of alcohol near everyday items such as milk and bread.
Alcohol awareness charity Alcohol Concern conducted a one-day survey across Cardiff that found spirits next to tea and bread in Tesco and wine at the fish, meat and deli counters in Asda.
Alcohol Concern chief executive Don Shenker said: "It's now common practice to sell wine next to ready-meals, pushing the idea that a relaxing meal should be accompanied by an alcoholic drink.
"Such practices help fuel a drinking culture where one in four people in England are already drinking at levels that are harming their health."
The boss of Lincolnshire bar group Kurnia, Michael Kheng, fully supported the charity's call for a ban.
"This is a fantastic idea," said Kheng. "Why hasn't somebody got on this before?
"It used to just be in one aisle and now you walk in and fall over stacks of beer in the entrance and it's splattered all over the place. Supermarkets shouldn't be promoting alcohol as much as they are and certainly not at those prices. It's got to be a responsible move to not promote drinking so much.
"I don't know if it would make a huge difference in the on-trade, until they stop selling alcohol at below-cost price."
The charity said its survey of 1,000 supermarket customers in Wales found 70% backed its proposal.
Restrictions on where alcohol can be sold already exist in Scotland.
However, the British Retail Consortium and the Wine & Spirit Trade Association argued that such a ban would have no impact on alcohol misuse.