Good Group Ltd chief executive Russell Gray told the Otago Daily Times the Bill had gone through a lengthy and robust consultative process, and supported the overarching aim of providing safer communities and responsible alcohol consumption.
The company has 13 bars or licensed restaurants nationally, 10 of those in Queenstown and Wanaka.
However, Mr Gray said what was proposed fell short "relative to not placing the onus on the individual".
"One [of the concerns] is personal responsibility: the consumer accepting that they have some responsibility to behave appropriately in a community.
"The second area that it really doesn't address is access to cheap booze through supermarkets which, at the end of the day, is where a lot of alcohol is [purchased] by people that pre-load before they come into town.
"Seventy percent of all alcohol consumed is consumed off-premise and, yet again, the focus seems to be about on-premise."
Under the proposed changes, supermarkets and grocery stores would be restricted to displaying alcohol and advertising in one "non-prominent area" of the store.
At the Hospitality New Zealand police breakfast in Queenstown this week, former Liquor Licensing Authority Judge Bill Unwin said "it must be possible for people to walk through a supermarket without being confronted by signs or by liquor".
However, licensees were likely to find it harder to renew an existing licence, or be granted a new one, under the proposed new legislation, which would be administered by three-person committees.
Further, if a person came to harm and was found to be intoxicated, the place at which they had been drinking could be subject to a disciplinary hearing.
Mr Gray said fundamentally it would not matter what rules were implemented, "it comes back to the people accepting responsibility for the way they behave and licensees running good establishments and following good host responsibility".
"If you do that and you've got security in place, trained staff with good practices and good environments, you reduce the chances of issues.
"But if the local authorities turn a blind eye to significant ... breaches ... you're going to get problems."
Mr Gray said he was supportive of local alcohol policies being administered by local communities as "not one size fits all".
"We are an internationally recognised tourist destination. People come here for a variety of reasons, but one of those reasons is that they're here to holiday and they're here to have some fun.
"Some of them want to enjoy themselves in restaurants and bars and cafes until the early hours of the morning - that's great, but they have to do it responsibly.
"We want to cater for that ... so having our own guidelines and local policies is a good idea.
"I think provided the body that is administering the local alcohol policy is doing it in the interests of the community ... I don't see that as being an issue."
