A top whisky expert has slammed a Scottish Government report which described alcoholic drinks as "essentially variations of the same thing".
Blair Bowman, a consultant and writer on Scotch whisky, said his colleagues in the industry had been left "absolutely shocked" by the comments.
The remarks were published in a consultation paper as SNP ministers consider whether to launch a crack down on alcohol advertising across the country.
Health campaigners have long called for an end to brewers and distillers using high-profile sporting and cultural events to market their products.
Another option under consideration is a total ban on alcohol promotions in public places - which would prevent drinks being advertised on billboards or at transport hubs.
But the language used in the report shocked Bowman who told the Record it risked harming the country's whisky industry.
He is now urging members of the public to have their say before the consultation closes on March 9.
The report said: "Fundamentally, marketing is about persuasion and aiming to direct people into desired action. Without branding and other marketing strategies, alcohol products in each beverage sub-sector are essentially variations of the same thing."
Bowman said: "I've received messages from contacts of mine in the whisky industry in Japan, China, Australia, Argentina, USA who are all absolutely shocked that the Scottish Government would do something like this to their national drink.
"They were stunned to read the proposals.
"I was shocked by how far the proposals are looking to go. but I think many distillers and brewers would be deeply hurt to read the part that says that if you remove branding all subcategories of alcohol are essentially the same thing.
"That sweeping statement is unbelievably ignorant and dismisses the centuries of heritage, craft and skill that makes Scotch whisky the global success that it is."
Maree Todd, public health minister, said last year "there was clear evidence that adverts which glamorise drinking can encourage young people to drink alcohol and have a detrimental impact on those in recovery from problem alcohol use".
But SNP ministers lack powers over broadcasting and the internet so would be unlikely to halt booze adverts on TV or radio without agreement from the UK Government.
The Scottish Government said it would speak to those in the drinks industry before introducing any legislation.
A spokeswoman said: "Alcohol-related harm is one of the most pressing public health challenges that we face in Scotland. An average of 700 people are hospitalised and 24 people die each week from illnesses caused by drinking alcohol.
"The public health minister will be meeting key stakeholders, including the alcohol and advertising industries during the consultation period, to hear directly from them.
"This is a first wide ranging consultation on this issue and any proposals we take forward into legislation are subject to the consultation responses. We are not introducing legislation at this stage."
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