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Shoppers buying alcohol at the supermarket face a 'walk of shame' to a dedicated checkout counter.
The plan is being drawn up by ministers to curb Britain's growing binge-drinking culture.
Stores would have to create the 'alcohol-only' areas manned by specially-trained staff.
This would hopefully deter shoppers from making excessive purchases by putting them under the scrutiny of fellow customers.
And it would help catch those buying alcohol underage.