Ref. 72735-37AN end to all-you-can drink and happy hour promotions at Yates' has been heralded as a major victory in the fight against binge drinking by Swindon Council.

The council's licensing officer, Lionel Starling, condemned the town centre as a no-go zone for the over 30s because of its binge drinking culture only last week.

But, now, Yates', in Bridge Street, has announced the new BarSafe initiative in a bid to encourage responsible drinking among customers as part of a national campaign.

The initiative includes the ending of all-you-can-drink and happy hour-style promotions, a reduction in cocktail alcohol content and the introduction of minimum pricing on pints, spirits, shooters and bottled beers.

Staff are also being encouraged to get involved in Pub-watch schemes and to promote the initiative through salary bonuses.

Mr Starling said: "The drinks industry as a whole is under threat if the lurid headlines continue.

"Frankly, the bars that offer deep discounting on alcoholic drinks are the ones headed for bankruptcy.

"The thing that really caught my eye about the Yates' initiative is that managers will only get their bonus if they promote the BarSafe plan.

"That is the clincher that they really mean business."

BarSafe, which also involves raising a community fund to help with projects such as night buses, has already won the backing of National Pubwatch, an organisation that tries to reduce drink-related crime.

Gemma Rowlands, the deputy manager of Yates', said: "This is something that hopefully will be taken up by other Swindon bars and shows that it is a socially responsible establishment. I don't think it will put people off coming in.

"I believe it will have the opposite effect as people will be able to relax in a safe place where they will not be bothered by troublemakers."

Under the Government's new licensing act, if disorder can be pinned down to a particular bar, pub or club, the licensee will be hauled before the council's licensing committee.

They could face tough restrictions on their license, a fine or have the licence taken away altogether.

Previously, magistrates would have dealt with any complaints.

The council has already stated that it will be using its new powers to fight drink promotions believed to fuel binge-related violence in the town.

Eddie Gershon, of Wether-spoon's, which runs the Savoy pub, in Regent Street, believes that cheaper prices do not lead to binge drinking.

He said: "It's not about the prices of the drinks, it's about the responsible management of a drinking establishment.

"Anything that Yates' is doing to battle the problem should be applauded. But we don't believe scrapping promotions is the answer.

"The only thing this does is penalise drinkers who have less money and it does not address the problem behind it at all.

"If a pub is managed right, with proper measures in place like CCTV, good lighting and doormen it goes a long way to making sure that there is no trouble."

Newsdesk