Rooney Anand, the chief executive of Greene King, has called for a pan-industry code with government backing to set a minimum price per unit of alcohol. In a letter to The Times, Anand said he was “deeply concerned” over the levels of irresponsible alcohol consumption contributing to a rise in antisocial behaviour and alcohol-related health issues. He said the industry could face “punitive sanctions” if no attempt was made to tackle the problem. He added: “Such a crackdown would not just hurt the profits of companies such as mine — it would be detrimental to the hundreds of thousands of people who work in pubs, restaurants and breweries, and to the millions of our customers who enjoy, rather than abuse, drink.” And in a call to the sector, he said: “There are things that we as an industry can do here and now, with the support of our government, to tackle binge-drinking. I would like to see a minimum price set for the sale of alcohol. “It is a basic law of economics that price is a big factor in influencing demand, so it must make sense that setting a realistic minimum price will discourage bulk-buying of drinks. “Furthermore, I would like to see greater restrictions across the industry on the purchase of alcohol, to ensure responsible retailing. These could include, for example, more stringent legislation banning the sale of alcohol to drunk people and more restrictions on the times of day you can buy alcohol.” He added: “The code itself should, in my view, cover such aspects as promotions, pricing, times of sale and restrictions on who you can sell to. It does not have to be mandatory, but compliance should be made public and there should be consequences for those who don’t comply. “I would also like to see government return a fixed amount each year from the substantial revenues generated from duties on drink to fund a long-term programme to change cultural attitudes through advertising, NHS educational leaflets and more rigorous monitoring of alcohol abuse at schools and in the workplace. “We need to avoid being sidetracked by arguments between publicans and supermarkets, each pointing the finger at who is to blame. “Instead, we all need to come together — pubs, retailers, producers, clubs, everyone involved in the sale of alcohol. "If we all can band together to curb problem drinking, it will allow ordinary drinkers to carry on enjoying the liquid element of British culture that is so dear to many of us.”