British alcohol industry has welcomed the government’s challenge to take action to handle drink-related harms that cost £21bn annually.

The new pledges form a part of the industry's continuing commitment to the government's Public Health Responsibility Deal.

The industry representatives have agreed to certain pledges such as producers calling time on super-strength products in large cans; retailers committing to the responsible display and promotion of alcohol in shops and supermarkets; and pubs and bars making sure they stock house wines below 12.5% ABV, while promoting lower-alcohol products to customers.

Additionally, the drinks industry will extend partnership schemes to the Local Alcohol Action Areas, which were launched in February by the government.

Wine & Spirit Trade Association chief executive Miles Beale said that tackling alcohol-related harm is a key priority for the drinks industry.

"By working in partnership with government, producers and retailers have committed to a new and substantial package of voluntary pledges aimed at promoting responsible drinking," added Beale.