A backlash is fermenting against the government's crack-down on the sale of alcoholic drinks. Submissions from the wine industry warn that the new law contains language "more suited to a Prohibitionist polemic than a clear-headed attempt to address the real problems of harmful use of alcoholic beverages". Industry group New Zealand Winegrowers warns in its submission that the proposed changes "de-normalise" the consumption of alcoholic beverages and reinforce an unhealthy focus on alcohol content rather than promoting moderate and responsible consumption.