A New Zealand alcohol industry lobby group formed to counter health lobby messages about booze is taking issue with a report in the Lancet.

The study published in the medical journal suggests every glass of wine or pint of beer over the daily recommended limit will cut half an hour from the expected lifespan of a 40-year-old.

The paper says five standard 175ml glasses of wine or five pints a week is the upper safe limit.

More than that raises the risk of stroke, fatal aneurysm, heart failure and death.

New Zealand Alcohol Beverages Council executive Director Nick Leggett says while these are the usual shock-horror tactics are used to try and scare people away from alcohol, the study actually confirms drinking moderately and responsibly is the way to go.

He says that's something that 80 percent of New Zealand drinkers are already doing.