Diageo is calling on retailers to get more involved in promoting responsible drinking as the industry ramps up activities to combat binge drinking.
This week Pernod Ricard UK (PRUK) launched a campaign called Accept Responsibility, and brewer Coors announced it would remove its brand logos from children's replica football strips.
"We believe we shouldn't be doing this by ourselves and that brand owners and retailers should be doing more work together," said Vicki Nobles, corporate relations director at Diageo.
She pointed to the success of initiatives such as its scheme with Tesco to put more information on shelves, which is now rolling out nationwide.
Diageo was also working with a c-store chain to develop a DVD training scheme teaching staff how to deal with situations such as drunk shoppers or underage drinkers, she said.
PRUK's new campaign challenges consumers to accept responsibility for their drinking. Adverts will appear in national newspapers from this week and the campaign will run for 12 months.
It would initially target binge drinking and then move on to other areas of irresponsible consumption, said CEO Jean Manuel Spriet.
"As one of the UK's leading players in the drinks industry, we are committed to reducing alcohol-related harm," he added.
Coors Brewers is removing logos from kids' replica football kits two years ahead of the industry-imposed deadline.
"Our commitment to promoting responsible drinking means that sponsorship must not be improperly targeted to people under the legal drinking age," said Coors boss Mark Hunter.
Diageo denied that the promotion of responsible drinking by the drinks industry was contradictory.
"You could call it enlightened self interest as it is good for consumers, good for brands and ultimately therefore good for us," said Nobles.