New legislation is set to be announced over the next couple of months, which will shake up laws on alcohol marketing and sales promotion.
Speaking at the European Brewing Convention yesterday, Ahern said: "The Minister for Health [Michael Martin] will shortly be bringing forward legislation to protect young people from overexposure to alcohol marketing, including advertising, sponsorship and sales promotion."
The laws could also ban advertising in cinemas to audiences under 18 and see alcoholic drinks carrying health warnings. Advertising on public transport, youth centres and sporting events would also be affected.
"The government also intends to pursue a proposal, through the European Commission, to place health warnings on alcohol products," Ahern said.
He added that although Ireland has been traditionally known for the quality of its drinks products, the country was turning into a nation of binge drinkers.
"Traditionally, Irish people have socialised in the local pub, enjoying chatting to others, listening to music and having a few drinks. This [new] attitude prioritises drinking to get drunk and binge drinking, rather than having a few social drinks with friends. Unfortunately, this has become a serious matter in our society," Ahern said.
Famous Irish drinks brands include Guinness, Murphy's, Jameson's, Bushmills and Baileys.
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