A five-year campaign to tackle the "growing public health problem" of irresponsible drinking has been launched.
The £100 million Campaign for Smarter Drinking is backed by the Shepherd Neame, Fuller's, Thwaites and Brains breweries, as well as Tesco, Spar and Asda.
Shepherd-Neame brewery chief executive, Jonathan Neame, said: "For years people have asked what needs to be done to encourage a responsible drinking culture in Britain and reduce alcohol misuse among young adults.
"This initiative is part of the answer and the drinks industry is in a unique position to deliver such a shift in our culture. In the end, we can only achieve change if people take responsibility for their own behaviour and this campaign will help them make informed choices."
The campaign slogan, "Why let good times go bad?", will feature on advertising hoardings, beer mats and signs in bars, pubs and off-licences.
The country faces a growing public health problem caused by people drinking too much, Health Secretary Andy Burnham said.
He added: "Clearly the industry has a responsibility to play their part in tackling this problem and I hope this campaign will make a real difference to people's attitudes to drunkenness and their drinking behaviour."