Last week 'Checkout' magazine editor John Ruddy said all vendors in the alcohol debate are being hypocritical. Vintners Federation of Ireland chief executive Padraig Cribben responds:

I read with interest the opinion piece on the sale of alcohol by off-licences last week and would take issue with a number of points raised therein.

The Vintners' Federation of Ireland (VFI) represents the interests of 4,500 pubs outside of Dublin and our members are subject to the highest of regulatory standards. We would ask that a similar standard be applied to all those that supply alcohol, including supermarkets. The current voluntary code referred to by Ruddy is simply not enough. We ask what are the sanctions for non- compliance with this voluntary code? The answer is none. Therefore there is no obligation.

The recent spotlight on the reckless behaviour of supermarkets has only highlighted what we have been saying for a number of years with regard to the manner in which alcohol is displayed, promoted and sold as a loss leader by supermarkets. To this end, we are reiterating our calls for tighter guidelines on the promotion and sale of alcohol in Ireland. This can only be a positive thing.

A licence is required to sell alcohol and it must be sold in a controlled and regulated environment. Currently, we feel that scant regard is being given to the manner in which alcohol is being sold in supermarkets. On the basis of the recent Prime Time programme, it would appear that alcohol sold in supermarkets is neither controlled nor regulated.

The pub, on the other hand, provides a very different and unique offering to that available elsewhere and is the safest and most regulated environment within which to enjoy a drink. The government should ensure that all outlets supplying alcohol do so in a responsible manner.

The upcoming Sale of Alcohol bill should attempt to simplify the licensing laws, reduce alcohol-related harm, especially among young people and improve compliance with licensing law by all licensees, and its enforcement by the gardaí.

Specifically, we are insisting on the full application of Section 9 of the Intoxicating Liquor Act 2008, which requires that alcohol is sold in a separate part of the premises to other non-licensed goods. This obviously made good sense to the drafters of the legislation but the minister bowed to the power of the supermarket trade.

The disgraceful practice of distance selling of alcohol by supermarkets and off-licenses should be banned and the below-cost selling of alcohol and the practice of irresponsible promotion of alcohol in supermarkets should also be outlawed.

Ann Fitzgerald, chief executive of the National Consumer Agency has stated that "competitive pricing is still not a feature of the Irish grocery market" and the recent NCA survey proved there is little or no competition between supermarkets on groceries.

I believe alcohol is being sold as a loss leader to drive footfall and this is irresponsible and dangerous. A leading UK supermarket was forced to admit that it increased the price of other products to compensate for this practice. We have no doubt this is the case in Ireland also.

Selling alcohol in a controlled and responsible way should be in everyone's interest.

The government has the chance to make sure that all of us involved in supplying alcohol comply with these standards, including the ­supermarkets.