Britain’s government is introducing a plan to ban the sale of super-cheap alcohol in hopes of clamping down on irresponsible drinking.

The plan announced Friday calls for placing a minimum price per unit of alcohol and banning multi-buy discount deals. The idea is to prevent the sale of very cheap alcohol that is used to draw in supermarket customers for other purchases.

Prime Minister David Cameron says he’s aware the proposals won’t be popular.

The move is opposed by the beverage industry, which will have a chance to formally comment on the idea this summer.

The British Retail Consortium’s food director, Andrew Opie, says such pricing would effectively tax responsible drinkers.