GOVERNMENT plans to introduce a minimum price of 40p per unit of alcohol have been welcomed as a positive step for Swindon.

The Alcohol Strategy, also clamping down on promotions, is aimed at relieving the pressure of binge drinking on the NHS and police.

Local areas would receive help tackling problems and the Government would work with the drinks industry to encourage responsible drinking.

The minimum price limit would affect heavily-discounted ciders, super-strength lagers and cheap spirits.

Bill Carlton, director of Swindon Wiltshire Alcohol and Drug Service, said: “It’s a very positive, brave move which is long overdue. It is certainly going to curb binge-drinking, as people who have a drink problem will find it harder and harder to spend so much money on alcohol.

“I don’t think it will affect people who drink sensibly, safely and sociably.

“This will also mean massive savings in terms of health care and anti-social behaviour.

“We are talking about a very small minority of drinkers, including people who pre-load before they go out at night “The vast majority of people who drink safely and sensibly will be unaffected.”

Mr Carlton also backed plans by the Government to work with the industry to encourage responsible drinking.

“I think it’s time the drinks industry took more responsibility with the way they market products,” he said.

“They have made a start in putting the strengths by unit on labels. I would like to see this done for every alcohol product so the general public can make a better informed decision about what they’re drinking.”

Home Secretary Theresa May said the move will mean 50,000 fewer crimes a year and end “drunken mayhem” in British towns.

Under the plans, a bottle of wine could not be sold for less than £3.60, a can of lager would cost at least 80p and a bottle of spirits between £10.40 and £11.20 South Swindon MP Robert Buckland said: “I welcome a minimum price for a unit of alcohol which will target the ‘all you can drink’ offers and the sale of supermarket booze at below cost price – the sort of deals which encourage dangerous levels of drinking.

“But we should be very careful not to set the price too high and punish the vast majority of responsible drinkers. Many people enjoy a glass of wine or a pint of beer and never cause any trouble – why should they be penalised by having to pay more?

“I think the root of the problem is the culture that’s grown up among many young people. It’s become the norm for them to go out and get dangerously drunk, and believe it’s the only way to have a good night. We need to work to change that attitude through a mixture of education and enforcement.”

The Association of Convenience Stores, which represents shops in Swindon and nationally, criticised measures in the strategy to outlaw drinks promotions, such as two-for-one offers.

Chief executive James Lowman said: “We have seen in Scotland that restricting promotions is unworkable and tends to make alcohol cheaper, as big stores reduce the price of individual units to maintain the same promotional price.

“There is no evidence that this measure will work, and it would remove some of the tools used by our members to give customers value and to compete with the superstores.

“It also makes no sense to restrict promotions alongside introducing a minimum unit price.

“If the Government believes minimum pricing is effective then it should focus on this and not impose further burdens on retailers through complex and clumsy promotional restrictions.”