High alcohol, shot-style drinks should be banned outright, according to the Vintners' Federation of Ireland (VFI).
Issuing a statement ahead of the resumption of their 30th annual general meeting today, VFI president Mr Joe Browne said certain "shots" encourage young people to binge drink through their ingredients, packaging and promotion.
"Shot-type drinks are helping to foster today's binge drinking culture by encouraging young people to knock back drinks of a high alcohol content in one go and to mix two alcoholic drinks together as one.
"The names and packaging of these drinks say it all. They are encouraging young people to associate alcohol with excess and extreme rather than moderation," he said.
He said the products are packaged and taste similar to soft drinks and "are targeted directly at young people".
Sweet, fruit based flavours conceal the high level of alcohol and, therefore, just how potent these drinks are."
Yesterday, Mr Tadgh O'Sullivan, VFI chief executive called for a collective response to the problems caused by excessive drinking. He said the Government, Garda, legislators, and parents must take some responsibility for the problem but said the individual must ultimately be held responsible.
He also said alcohol advertising and promotions such as happy hours should also be curbed.
The VFI also today backed legislation proposed by the Minister for Justice, Mr McDowell, that would require people age between 18 and 25 to produce ID cards before being served alcohol.
"The Federation's members . . . have been hampered by the fact that a workable identification system is not in place," said Mr Browne.
He also reiterated the Federation's opposition to an outright ban on smoking on licensed premises, saying the law would be "unenforceable and unworkable". Clean air systems offered a "realistic, effective alternative", he added.