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Wine, beer and spirit bottles could be labelled with a warning about the dangers of drinking while pregnant - or while planning a pregnancy.
The Alcohol Advisory Council (Alac) has lodged an application for the on-bottle warnings with Australasian regulators.
The move has the support of the College of Midwives.
Food Standards Australia New Zealand will consider the plan at its next meeting in May.
But New Zealand Winegrowers chairman Stuart Smith says the idea is overkill and people are adult enough to know not to drink under those circumstances.
In Britain, health authorities are planning a similar move, with cigarette-packet style warnings suggested such as "know your limits" and "avoid alcohol if you are pregnant or trying to conceive".
The initiative there is set to be voluntary at first, with legislation possible if it is ignored.
The warnings are being fiercely resisted by the drinks industry on the grounds they contradict the British Department of Health's own advice to expectant mothers, which allows up to two units (the equivalent of a single glass of wine) once or twice a week.
New Zealand's Ministry of Health warns that drinking while pregnant can increase the risk of children having lifelong problems related to fetal alcohol syndrome, including mental disability, an unusual face and other birth defects.
It advises women to stop drinking alcohol if they are pregnant or planning a pregnancy.
Alac chief executive Gerard Vaughan said the agency "believes there is enough evidence to support an advisory not to drink alcohol while women are pregnant".
College of Midwives president Sue Bree said the organisation "would support anything to help reduce the incidence of drinking and pregnancy".
She said women trying to conceive should not drink because they often did not know for weeks if they had fallen pregnant.
Ms Bree said drinking any time during pregnancy was risky and even one glass could do damage.
- Additional reporting OBSERVER
