The group representing the off- licence trade has accused the major supermarket chains of selling alcohol in an "irresponsible and reckless manner".
The National Off-Licence Association (NOffLA) has also echoed the call by the Beverage Council of Ireland (BCI) for greater restrictions on the availability of drink.
NOffLA claimed that large supermarkets and discount stores were negatively affecting consumption levels because of competitive price wars, big promotions and in store displays.
"Since the abolition of the Groceries Order, which resulted in the removal of the below-cost selling ban, there has been a free-for-all in the alcohol market, with the giant retailers blatantly using cheap or free alcohol promotions to attract increased customer numbers," said Jim McCabe, chairman of NOffLA.
The group, which represents 330 independent alcohol retailers nationwide, has also acknowledged that the proliferation in off-licence outlets in recent years has not had a positive effect on drinking patterns either.
A spokesman for Tesco Ireland refused to comment on its alcohol prices when contacted, but confirmed it would be sending in its own submission to the recently established Government advisory group on alcohol.
A spokesman for Dunnes Stores refused to comment and SuperValu was unable to comment. A spokeswoman for Superquinn said its policy was to include the "Enjoy Our Alcohol Sensibly" message on all in-store materials and advertising.
"Any radio or print advertising of special offers on alcohol is usually carried out in conjunction with food products," she said.
The average cost of a licence to sell beers, wines and spirits is about €170,000 and the number of general drink sales outlets has trebled in the past seven years, said Richard Barry of NOffLA.
Applications for standalone off-licences are dealt with by the District Court and the court can take account of "the adequacy of the existing number" of off-licences in the neighbourhood when deciding whether or not to grant a licence for new premises.
NOffLA has also made a submission to the department's advisory group and stressed the need for mandatory training and accreditation for all staff who have responsibility for dealing directly with alcohol purchasers.
The BCI is proposing the strict segregation of alcohol in supermarkets, convenience stores and petrol stations and the prohibition on the advertisements of price promotions of alcohol.
The Government's advisory group will report to the Minister for Justice, Brian Lenihan, by March 31st. Mr Lenihan has said he wants to urgently tackle the problem of binge-drinking.