Health Secretary Nicola Sturgeon claimed Scotland has a "once in a generation chance" to tackle alcohol misuse as she unveiled the Scottish Government's long-awaited Alcohol Bill in an Edinburgh bar.
But the SNP’s proposals for minimum pricing looks to be doomed after opposition MSPs claimed to have put the final nail in the coffin for the radical plans.
The bill contains a ream of measures designed to cut down on Scotland's £2.25 billion booze problem. Approval of the proposals would see irresponsible drinks promotions banned and a "social responsibility fee" issued to some alcohol retailers, as well as a minimum price set per unit of alcohol.
Nicola Sturgeon said: "The 3,000 deaths, 42,000 hospital stays and 110,000 GP visits linked to alcohol annually are causing misery for families and communities, burdening our public services and sapping our economic potential.
"But simply acknowledging we have a problem is not enough. Now is the time for action.
"These targeted measures get to the heart of the problem - particularly addressing the rock-bottom pricing of low-grade ciders, lagers and spirits favoured by problem drinkers. No-one can seriously argue that selling strong drink for pocket money prices isn't fuelling heavy consumption.
"The eyes of the world are on Scotland to show that we have the courage to be bold for the sake of public health. I would urge everyone to unite behind this Bill."
However, as Ms Sturgeon officially unveiled the proposals, the Scottish Labour party was speaking out against minimum pricing, with leader Iain Gray describing the proposals as "hugely flawed".
Labour's decision effectively ends the SNP's hopes of pushing through the policy, as both the Tories and the Lib Dems have already said they will vote against the measure.
Ms Sturgeon hit out, saying: "It is simply inexcusable that opponents have chosen not even to listen to the evidence around minimum pricing during the Bill process."
She added: "While we have never said minimum pricing is a 'silver bullet', all the expert opinion agrees that is can have a major impact as part of our wider package of measures. By contrast, our opponents have failed to put forward any constructive alternatives.
However, Scotland's opposition parties called on the Government to drop the minimum pricing policy from its alcohol agenda.
Scottish Conservative Deputy Leader Murdo Fraser described the SNP's plans as "dead", saying: “If a final nail was required to be driven into the SNP's blanket minimum pricing coffin, then this was it.
"The SNP's policy is probably illegal, penalises responsible drinkers and will cause immense damage to the Scotch whisky industry.
"Instead they must work with us and the other parties supporting measures on which we can all agree, like targeting tax increases on problem drinks such as alcopops and strong ciders.
Lib Dem justice spokesman Robert Brown added: "It's now obvious that the SNP can't get minimum pricing through the Parliament.
"They should drop these proposals now so that we can get on with tackling the real meat of the issue, which is bringing about a complete culture change in Scotland in how people view alcohol."
The Government had also considered imposing an age restriction of 21 nationally, but MSPs from all of the opposition parties spoke out against the move following a major campaign involving the drinks industry, retailers and students rights groups.
The Alcohol Bill now calls for "a duty on licensing boards" to consider raising the off-sales purchase age to 21 in all or part of their own area.
