David Cameron's plan for minimum alcohol pricing are set to be axed, according to reports.

Conservative ministers are said to be split over the proposals for a 45p per unit minimum price, according to several news outlets including the BBC.

Miles Beale, chief executive of the Wine and Spirit Trade Association, which has led the Why Should Responsible Drinkers Pay More? campaign against minimum unit pricing, said consumers will welcome the report that the Prime Minister is reconsidering plans to hike up the cost of alcohol.

"Minimum unit pricing would penalise responsible drinkers and treat everyone who is looking for value in their shopping as a binge-drinker. Evidence has also shown it will do little to tackle problem drinking.

"New Government figures show that alcohol consumption has fallen significantly - down 16% since 2004. When families are struggling to make ends meet the Government should not push ahead with this policy - or the hated Alcohol Duty Escalator."

A Home Office spokesman said: "The consultation on new measures closed on 6 February. We will listen to all views and set out a response in due course."