Seniors Card holders have received emails from the Department of Family and Community Services offering discounts of almost 60 per cent on wine through Cellarmasters, a direct-to-home retailer owned by Woolworths.

The government receives payment for arranging the special offer emails, which also apply to other products. It has refused to disclose the sum.

Greens MP John Kaye questioned why the government was running advertisements for a supermarket chain liquor store rather than ''protecting the health of its older citizens''.

He pointed to statements by the National Health and Medical Research Council that alcohol contributes significantly to premature death and hospitalisation among older Australians.

Almost 600 people aged between 65 and 74 die every year from injury and disease caused by drinking above guideline levels, and a further 6500 are admitted to hospital, the council says.

An email sent to cardholders last week offered the chance to win a Hoyts double movie pass with the purchase of 16 bottles of wine for $99, a saving of $125.

In February, cardholders were offered ''12 exciting, top quality international wines for just $99'', saving $142 a case, or 59 per cent. Ageing Minister John Ajaka said Seniors Card promotions help older people manage their expenses, adding : ''NSW seniors are more than capable of making responsible decisions about their consumption of alcohol without input from John Kaye''.

But Foundation for Alcohol Research and Education chief executive Michael Thorn said bulk alcohol purchases encourage consumption. ''I don't think the government should be in the business of promoting discounted alcohol to anyone,'' he said.

The chief executive of seniors advocacy group COTA, Ian Yates, did not object to the promotions, saying they were no different to discounts offered to other age groups.

''Seniors every day take advantage of discounts and specials on alcohol … it helps the pension,'' he said. ''Most older people drink in moderation because they certainly couldn't afford to do any more than that.''

Fairfax Media reported last year that supermarket giants including Woolworths had successfully pressured the government to back out of a planned ban on shopper docket alcohol discounts.

A Woolworths spokeswoman said Cellarmasters ''prides itself on offering quality wine for a reasonable price''.

A department spokeswoman said Seniors Card discounts cover ''a wide range of goods and services''. ''Like anyone else, seniors are entitled to enjoy the normal and safe consumption of alcohol,'' she said.