Banning the display of alcohol in shops could hammer Scotland's thriving independent brewing and distilling industries, the government has been warned.
SNP ministers launched a public consultation this week over plans to restrict advertising of beers, wines and spirits as part of a wider health campaign to lessen problematic drinking across society.
It could see professional sports clubs banned from accepting shirt or stadium sponsorships from brewers or distillers if the government pushes forward with legislation.
But the most controversial aspect of the consultation is the idea that alcohol could be effectively hidden in shops in a similar way to tobacco.
Measures could include a requirement for smaller shops who display alcohol on shelves behind the counter to place the bottles "in a closed cupboard, like tobacco products".
Supermarkets could be told that alcohol must be kept near "near the back of the shop away from entrances, exits or checkouts".
The report adds that "this could significantly limit how alcohol could be sold" and that "further work will need to be undertaken on the impact to small retailers before any potential restrictions were introduced".
But the plans have been slammed by the Campaign for Real Ale (CAMRA), which supports independent brewers.
Stuart McMahon, head of CAMRA Scotland, said such heavy-handed legislation would punish small businesses and those who consume alcohol responsibly.
He said "The Scottish Government’s plans risk punishing local breweries, cider producers and the vast majority of people who consume alcohol responsibly instead of targeting intervention and help to those suffering from alcohol dependency.
"The heavy-handed measures proposed in this consultation risk limiting the ability of start-up, small and independent breweries and cider producers to bring products to the market and improve consumer choice of distinctive, quality Scottish beer and cider.
“Preventing beer and cider from being displayed in shops would be totally disproportionate, as well as undermining people’s ability to explore and choose different products.
“Local pubs and brewers are a vital part of our social fabric, bringing people together and tackling loneliness.
"They also do a huge amount for local community groups, charities, and grassroots sport – all of which would suffer if onerous restrictions banning reasonable advertising of alcohol get the go-ahead."
Ewan MacDonald-Russell, deputy head of the Scottish Retail Consortium, said: "We are concerned the proposals announced today will have a significant impact on businesses with no clear evidence of measurable health benefits.
"With retailers and consumers under intense cost pressures, we would question whether these rather nebulous and unclear proposals are a proportionate intervention."
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