ASDA is to become the first supermarket giant to call time on binge booze deals in its stores.
Bosses will today introduce a "floor price" on everything from beer to bottles of vodka.
It is the first time one of the top supermarkets has put its neck on the line in a bid to tackle Binge Britain.
Chief executive Andy Clarke has written to Home Secretary Theresa May promising no booze will be sold at below the cost of duty on the product plus VAT.
Asda will instead slash prices on other goods in a new series of campaigns - starting today with milk. In his letter, Mr Clarke says: "I see this as an important first step in the process towards creating a new way of selling alcohol in the UK."
Asda flogged bottles of vodka for just a tenner in the run-up to Christmas.
Now a one-litre bottle of Smirnoff will never be cheaper than ?10.49. And a pack of 20 Carling lagers will not be priced below ?7.17.
The Coalition Government wants to tackle alcohol abuse by banning cheap booze.
Asda says basing a floor price on duty and VAT would allow ministers to target certain problem drinks, such as super-strength lagers.
Asda's decision comes two months after Tesco chief Sir Terry Leahy backed a call for minimum pricing - but refused to act alone.
-----------------------------------------------------------------
Comment