The head of Russia's union of wine and spirits producers has called on the country's lawmakers to legislate for the introduction of "people's vodka".
Osman Paragulgov says the introduction of a cheap, but safe and regulated drink, would help poorer Russians currently unable to buy genuine vodka.
Russians often turn to substitutes - often with fatal results.
Several Russian regions have declared states of emergency recently after a spate of fake vodka poisonings.
Mr Paragulgov says the worst-hit areas should be used as a testing ground for "people's vodka", or, as he says it would be better named, "social vodka".
He says the move would help to establish whether the death toll - now running into thousands of people a month - could be reduced.
Mr Paragulgov is an influential figure in one of the world's hardest-drinking nations.
He says his organisation is acting out of concerns for the health of Russians.
Pointing out that some 30% of Russian vodka-drinkers struggle to afford genuine supplies, which are subject to excise and value added tax, he says there is a serious need for a safe and accessible alternative.
Such a vodka, Mr Paragulgov suggests, should be sold in simple bottles - neither eye-catching enough to attract better-off drinkers, nor so wretched as to embarrass its poorer consumers.
Bureau Report
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