In the midsummer holidays, Devon and Cornwall police are warning those planning to sell cheap alcohol with little regard for the consequences, that they will face stiff penalties.
Any establishment running an all-inclusive drinks promotion in the force area has been sent a letter from Assistant Chief Constable Paul Netherton stressing the strong opposition the force has to them.
ACC Netherton said: "We are committed to doing everything possible to reducing alcohol related crime and disorder and working with our partners to make our towns and villages safer.
"The constabulary is strongly opposed to such drinks promotions as it is well established that these practises are associated with significant increases in alcohol related crime and disorder.
"There has been a large amount of local and national media coverage concerning licensing, underage and excessive drinking during the last few weeks and I would reiterate we will take the strongest action possible against premises where promotions encourage people to drink as much as they like for a nominal fee."
Any licensee operating as a Designated Premises Supervisor must do everything possible to prevent crime and disorder, have regard for public safety, prevent public nuisance and protect children from harm as part of their licence agreement.
Under the Licensing Act 2003 police can close premises and seek a review of their licence if they are seen to be contributing to crime and disorder.
ACC Netherton added: "Selling as much alcohol as you can drink for £10 is just wrong – not only from a social responsibility perspective, but also for someone’s health and well being.
"I accept the use of such promotions is not unlawful in itself, but establishments running them are failing to meet the fundamental objectives of the Licensing Act.
He added: "Premises that continue to operate under these promotions will be subject to enhanced policing, including increased licensing visits and checks by both uniformed and plain clothes officers.
"As partners, we must take a strong and robust stance against any licensee if they use this form of promotion and a zero tolerance to this form of drinking."
