RICHMOND, AUG. 13 -- A Virginia Alcoholic Beverage Control Board member who drew fire for strictly enforcing the state's drinking laws lost his job today when Gov. L. Douglas Wilder replaced all three members of the board.

Jay Cochran Jr., who cracked down on liquor law violations in his two years as the board's enforcement chief, was replaced by Robert E. Colvin, of Richmond. Colvin is executive director of the Virginia State Crime Commission and spent 10 years in the Montgomery County, Va., Sheriff's Department.

Wilder replaced the board's chairwoman, Gladys Bailey Harris, with George M. Hampton, of Dale City, a member of the Virginia Parole Board.

The third ABC board member, J. David Shobe Jr., was replaced by Louise W. Cunningham, of Lynchburg, a Democratic Party activist who owns a management service and sits on the state Mental Health, Mental Retardation and Substance Abuse Services Board.

Laura Dillard, Wilder's press secretary, denied the governor replaced the board members to appease legislators and restaurant owners who were upset about strict enforcement of liquor laws. The governor wants the board to place more emphasis on serving the public, and "he felt like he could get that by bringing on a new team all together at once," she said.